410Moments
These are the significant touchpoints a customer has with your brand.
The statement
The MOMENTS of your customer journey are helping you achieve your goals.
One statement per role slot, scored against the goal set in Step 2 on the Maturity Ladder, never 0. As a question: Are the MOMENTS of your customer journey helping you achieve your goals?
The sub-questions
| Code | Sub-question | Statement |
|---|---|---|
| 411 | Customer's identity | Your moments have been defined based on customer observations and interviews. |
| 412 | Before, During, After | You have identified all moments before, during and after buying your value proposition. |
| 413 | Think, Feel & Do | For each moment, you have clearly identified what your customers think, feel and do. |
| 414 | Objectives | For each moment, you have clearly identified what are the customer objectives. |
Evidence profile, Mode 2: each sub-question is scored on the Maturity Ladder and the dimension takes their rounded mean (an exact .5 rounds down), which can be 0, Mixed. Sub-questions ending in 5 are the Sustainability Zoom: they enter the mean when sustainability is a strategic objective.
Its role in the nine postures
| Code | Archetype | Role | Target |
|---|---|---|---|
| A1 | Disruptive Newcomer | Not among its ten role slots | |
| A2 | Efficiency Machine | Not among its ten role slots | |
| A3 | Brand Evangelist | Not among its ten role slots | |
| A4 | Stagnant Leader | Not among its ten role slots | |
| A5 | Pivot Pioneer | Not among its ten role slots | |
| A6 | Value Harvester | Not among its ten role slots | |
| A7 | Scale-Up Guardian | Not among its ten role slots | |
| A8 | Niche Expert | Not among its ten role slots | |
| A9 | Category Creator | Secondary Brake (S) | ≥ +1 |
The role comes from the posture, not from the dimension: 410 Moments holds a role in 1 of the nine postures. A Growth Driver that is also a Vital 8 dimension carries one score, with the target of its Vital 8 role.