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Episode 24

Identifying Key Moments of Truth in Customer Data

In this episode of Good Data Better Marketing podcast, Matteo Pomoni, Global Head of Retail Daily Banking and Funds Entrusted at ING, discusses do’s and don’ts of customer obsession, coping with channel competition, and key moments of truth in data.

Guest speaker: Matteo Pomoni

Matteo joined ING in 2004 occupying various positions within the local Italian retail organization. Previously, he served global companies such as Campari Group and L’Oréal. In Matteo’s current role, he manages key retail business lines across 10 countries and leads global centers of expertise for sustainability and customer experience.

Episode summary

In this episode, Kailey and Matteo discuss do’s and don’ts of customer obsession, coping with channel competition, and key moments of truth in data.

Key takeaways

  • Sometimes, organizations think they know what’s important to customers, however data may be telling you a different story. If you identify key moments of truth when handling onboarding or customer complaints, you can create a seamless and consistent customer experience.

  • Customer expectations are changing rapidly. To keep up with the customer’s change of pace, you need to offer them personalized and instant solutions. You have to show up for them when it matters most and meet them where they are.

  • Customer complaints should not be limited to the front end office. Everyone in the organization should know and feel the pain points of customers. That way, everyone shares the same goal of providing a superior customer experience.

Speaker quotes

“We ask the clients, ‘What really makes a difference?’ What are the moments of truth that make a client become an advocate of your organization or a detractor of your organization? We like to think that what we believe is important, is important for our client, but sometimes things are different. I would like to think that my onboarding process is a key moment of truth. But, sometimes you discover that when they file a complaint, that is much more a key moment of truth than when they are onboarding on your bank.”

– Matteo Pomoni

Episode timestamps

Episode Timestamps:

‍*(02:34) - Matteo’s career journey

*(06:28) - Challenges in the omnichannel customer experience at ING

*(16:47) - How Matteo identifies key moments of truth in customer data

*(21:54) - Do’s and don’ts of customer obsession

*(27:53) - An example of another company doing it right with customer engagement (hint: it’s Apple and Disney)

*(30:44) - Changes in the next 6-12 months in customer engagement

*(31:38) - Matteo’s recommendations for upleveling customer experience strategies

Connect with Matteo on LinkedIn

Connect with Kailey on LinkedIn