Contact moment
A contact moment is literally the moment when contact exists between two individuals or organizations. Often the term contact moment is used to refer to the direct contact between a prospect or customer and a provider. Many contact moments are focused on selling, supporting or maintaining a relationship.
Contact moments with customers
Contact moments are part of the customer journey. Clear contact moments are direct contacts between (potential) customer and supplier via, for example, telephone, e-mail and face to face. Often these contact moments have a clear reason, such as placing an order, asking a question or presenting a problem. However, direct contact between two people is not a prerequisite for a contact moment. Viewing an advertisement or advertisement, visiting the website or receiving an invoice are just as good contact moments.
The importance of contact moments
Contact moments can have varying degrees of importance for experiences and decisions within the relationship. You can have such a great product or service, how a customer experiences the contact moments largely determines customer satisfaction and the likelihood that someone will become or remain a customer.
Although most contact moments emanate from the customer, it can be valuable for a supplier to also create regular contact moments itself. Think of distributing a newsletter, actively approaching customers whose contracts are about to expire or organizing a customer relations event.
