Ryan Hart says, “Every March, children run around, eagerly filling baskets with Easter eggs. The eggs come in all sorts of colors and sizes, some hard to find, some more easily discovered.  The ritual continues every year with the Easter Bunny (or parents in rarer cases) hiding eggs to impart joy and wonder in innocent children.

One can analogize that smart companies have taken over the role of the Easter bunny, trying to bring joy and delight to customers, not children.

While the holistic brand experience, or Easter egg hunt, looks at the sum of these interactions – each interaction can be broken down further into a series of microinteractions.  These small-scale opportunities, when carefully tied back to the brand, give birth to what Forrester calls ‘Signature Moments’ – which we define as:

Memorably crafted and branded microinteractions that deliver delight and value to customers in an often subtle yet, recognizable way.

In my report, Differentiate your Customer Experiences with Signature Moments, I describe the ‘what, how, and where’ of Signature Moments, provide examples, and look at how they can be carefully designed and infused into broader customer journeys to delight, differentiate and ultimately resonate with local customers“.

Differentiate Your Customer Experience with “Signature Moments”

The Forrester Blog

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