挑選TOP10關鍵時刻的九大原則

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"選出100個MOT之後，如何選出最有價值的10MOT呢？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"這裏介紹九個篩選的原則。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"原則一、不同的TA，MOT重要性不同。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"以航空公司爲例，如果有三個客人，都是商務艙常客，第一個人每個月會從上海飛紐約，第二個人每個月會從上海飛北京，第三個人每個月會從上海飛日本，這三個人，在消費者訪談時你覺得誰講的話比較重要？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"答案是第一位，航程最長（上海飛紐約）的那位。這三位客人搭乘頻率都一樣，但第一位的里程數最高，花的錢最多，他認定的MOT更重要。MOT不是一人一票的概念。這就是爲什麼我們說要訪談“愛你的人”，因爲他具備三高，即“購買頻次高、平均單價高、使用頻率高”，所以他講的話最重要。這點一定要記得，千萬不要看完書，隨便訪談幾個消費者，就把他們的話當聖旨。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"原則2：企業目前側重哪一個象限？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"每家企業面臨的問題都不同，選擇MOT一定要先弄明白自己公司目前最大的問題是四大維度中的哪一個，然後在那個維度裏多挑選一些MOT。舉例來說，如果企業的進店率有問題，就多挑進店率的MOT。畢竟是進店率出了問題，當然應該優先解決這個維度的問題。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"另外，做維度判斷時，公司內部要有共識，大家集中資源，這樣峯值纔會提升。企業很難四個維度都做透，所以在選擇MOT時，一定要和企業目前的側重點相符。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"原則3：是三個黃金時刻嗎？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"根據卡尼曼的峯終定律，消費者在經驗中只會記得“最高”、“最終”和“最低”。我們不要“最低”，加上“最初”（也就是第一印象），就成了三個黃金時刻。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在黃金時刻進行體驗設計，效率最高，本小利大。所以我們在選擇MOT時，儘量選擇這三種黃金時刻，峯值會更高，更容易影響消費者的決策。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"原則4：消費者能不能在這個MOT感受到信息？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我們不是隻想打造峯值，也不是隻想影響消費者的決策，我們更期待的是讓信息進入消費者的心智，這樣品牌才能在消費者的心中建立起來。因此，當你選擇MOT時，要確定這個MOT是否能傳遞你的品牌信息。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"一個MOT如果弄了半天，到最後消費者根本不記得你的品牌，這個MOT就不能算是一個好選擇。在MOT的三元素“是誰、在什麼狀況下、感受到什麼”中，最後這個“感受到什麼”，纔是我們想要在消費者心中留下的標籤。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"原則5：我的美能被放大嗎？MOT能被打造成峯值嗎？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"“放大你的美”是我認爲最重要的事情。你選的這個MOT可以放大你的美嗎？MOT如果選得對，消費者會毫不費力立刻知道你的美，簡單的直覺才容易進入系統1。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"原則6：哪一個MOT消費者最重視？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"原則7：哪一個MOT我可以做得最好？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"原則8：哪一個MOT競爭對手做得不夠好？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"原則6、7、8，你覺得它們哪一個最重要？很多人會說是原則6，因爲消費者視角很重要。但在實務上，原則6是理論值，消費者最重視的，企業不見得能做到。所以我建議你先看原則7，看看以你自己的實力哪些可以做得最好。原則7纔是務實的，纔是你的美。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"先看原則7，然後檢查一下與原則6有沒有交集，這纔是關鍵。如果有交集同時又滿足原則8，那麼恭喜你，你找到了MOT。這個MOT消費者很愛，你做得很好，而競爭對手又做得很差，這纔是絕佳的選擇。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"原則9：商業模式可不可以適配？","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"華航的商務艙主打鋪牀服務，那是因爲面的的用戶是高額消費者，成本和收益能算得過來賬的。但像一些廉價航空主打的就是廉價，這時候用戶說希望更好地就餐。那對廉價航空來說就不是最好的MOT。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"最後選擇MOT，並非意味着拋棄其他的MOT，而是其他的做得一般就好，只要不產生低谷就行，因爲消費者會記住的只有峯值。","attrs":{}}]}]}