Opt-Out Effect, The: Marketing Strategies that Empower Consumers and Win Customer-Driven Brand Loyalty

5. Managing Moments of Truth and Opt-Out

In this chapter we continue our exploration into an extension of customer journeys—moments of truth, an emerging and central construct in the customer’s management of experience. What are moments of truth, and how can they be useful? And what are best-practice ways to identify and measure moments of truth—and other dimensions of the customer experience. These are measurements that matter. And in this chapter too we study opt-out itself, first from the perspective of how customers manage opt-out, and then from the perspective of brands and marketers who must empower customers with tools and capabilities to manage the relationship to ensure that it aligns with their expectations of a preferred brand relationship. ...