This case focuses on the importance of empathizing with the customer, or in this case, the patient. We will also show you how to identify the “moments of truth”: the situations in which the patient is vulnerable. In these situations it's important that the health care provider can meet the patient's needs.
Another key take-away is that the moments of truth may be different depending on the customer profile – in this journey map they are connected to the customer profile “being a first time patient”. An experienced patient or person, might have other moments of truth.
Identify and highlight the “moments of truth”, and focus on making sure these are being met.
To find the moments of truth when researching, listen to the situations the customer chooses to talk about - those are usually the most important ones.
Finding you customer's moments of truth can also help you understand and define your customer profiles.