Moments of Truth structure

June 28, 2019

The roles in and around Moments of Truth Management – Guest article, Doug Bell

To turn an organization into a Successful Customer Outcome-producing machine, adopt a simple governance structure that is easy to deploy and operate:

The Experience Manager leads the experience team for a specific customer experience. They are the central figure for:

  • Setting the vision for a successful customeroutcome (SCO)

  • Measuring and reporting SCO production

  • Identifying the moments of truth

Moment of Truth Managers lead the design of specific moments of truth. They are the central figures for:

  • Setting the vision for a Successful Moment of Truth outcome (SMOTO)

  • Measuring and reporting SMOTO production

  • Illustrating how to produce the SMOTO

Experience Producers either directly produce moments of truth for customers or support others who do. They are central figures for:

  • Producing SMOTO’s & SCO’s

  • Innovating to help improve outcome production

How to deploy & operate in existing structures

Select a customer and decide who will lead in The Experience Manager role

Create the Moment of Truth Management framework

  • Set a vision for a successful customer outcome.

  • Identify the moments of truth and a successfuloutcome for each.

  • Define metrics that measure SCO & SMOTOproduction.

  • Assign a Moment of Truth Manager for each momentof truth

Design each moment of truth

  • Illustrate the organization’s plan for producingeach SMOTO.

Innovate

  • Share the MOT framework & designs with allExperience Producers

  • Give the Experience Producers a direct channelfor sharing ideas to improve outcome production

Evolve

  • Report SCO & SMOTO production performance

  • Evolve the MOT framework & designs toimprove SCO & SMOTO production

Additional Resources

James Dodkins (aka CX Rockstar) Video on Moments of Truth: https://www.linkedin.com/feed/update/urn:li:activity:6543961416389410816

TEM – How to Manage MOTs: www.theexperiencemanager.com