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.

Pro tips!

  • 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.

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