The Small Moments That Matter: Trigger Points in Customer Experience

When I travel, I try to maintain my workout routine by exploring local spinning studios. This means enrolling in trial packages at different studios in cities like Shanghai, Singapore, Kuala Lumpur, and Australia. It’s always fascinating to see how each studio crafts its customer experience—from the booking confirmation email, check-in process, to introducing studio facilities, setting up the bike and concluding the session.

However, this article isn’t about mapping touchpoints in the customer journey (though that’s important). Instead, it’s about identifying trigger points—the small, often unexpected moments that significantly influence a customer’s experience.

What Are Trigger Points?

Trigger points are the seemingly minor but critical elements that can make or break a customer experience. These small, often surprising moments evoke strong emotional responses and can have an outsized impact on satisfaction and loyalty.

Take an example from the book The Ten Faces of Innovation published two decades ago. It described the importance of alarm clocks in hotels back when smartphones were not ubiquitous. For business travelers who frequently switched hotels, an easy-to-use alarm clock was more valuable than expensive amenities like a fancy showerhead. Trigger points like these are often overlooked but deeply impactful.

My Observations in Spinning Studios

For me, finishing a spinning session with a cold towel from the studio is a nice touch. Having earplugs available in the studio is a good addition, and having the coach assist first-timers in setting up their bikes is essential. But I kept asking myself: What could make the experience even better? What is the trigger point?

One overlooked moment stood out—the waiting time before the lesson begins. After first-timers change their clothes and sit outside the studio, waiting to enter can feel unnerving. Even as someone who spins regularly in Hong Kong, I still feel a bit anxious during this waiting period when attending a class at a new studio. I wonder about the studio’s layout, the available weights, and how the lighting will feel. For first-timers, this uncertainty could be even more intimidating.

The Potential for Improvement

If a spinning studio could find a way to reduce the nervousness of first-time students during this waiting period, it could significantly enhance the overall experience. Some simple solutions might include:

• Providing magazines in the waiting area, similar to what hair salons do.
• Offering a brief orientation video or a short walkthrough for first-timers while they wait.

By identifying and optimizing trigger points, studios—and any business—can turn small moments into meaningful improvements that resonate with their customers.

A Follow-Up: Another Hidden Trigger Point

Since writing my this post, I’ve continued exploring spinning studios while traveling. A recent experience led me to notice another trigger point—music volume.

The Role of Sound in a Spinning Class

Music is an essential part of the spinning experience. It sets the rhythm, boosts energy, and keeps participants engaged. However, I’ve often found that the volume in studios is either too loud, making it uncomfortable, or not loud enough to be motivating.

My personal solution? I always bring earplugs to class. In Hong Kong, I often see studios provide earplugs at the front desk, and it’s not uncommon for 5–6 participants in a single class to use them. While this helps, wearing earplugs isn’t the most comfortable experience, and since they are typically single-use, they also add extra costs for the studio.

A Smarter Approach to Sound Management

During a class in Vancouver, I noticed a simple yet effective solution—a sound level meter installed next to the instructor. Instead of relying on subjective adjustments or distributing earplugs, the instructor could actively monitor the decibel level and maintain an optimal sound experience for everyone.

Why Does This Work?

✅ Ensures an enjoyable and safe sound level for participants
✅ Reduces the need for earplugs, improving comfort
✅ Helps studios save on small but ongoing costs

Why Trigger Points Matter

This is another example of how identifying and optimizing trigger points can lead to meaningful improvements. These small adjustments may seem minor, but they directly impact how customers feel in the moment—whether that’s alleviating the nervousness of waiting before class or ensuring a comfortable and engaging sound level during the workout.

As I continue exploring spinning studios while traveling (next stop: Seoul!), I’ll keep looking for these small but powerful moments that shape the customer experience.

Music as Brand Experience

In the previous two posts on small moments that matter, I shared some personal observations on spinning studio customer experience and trigger points. These small, often unexpected moments significantly influence a customer’s experience. This time, I want to share how I observed airline using music to create memorable moments and touchpoints.

Last month, when I was flying with Cathay Pacific to Vancouver, I noticed a very subtle change in the customer journey. The app notification sound that reminded me I could check in 48 hours before departure wasn’t just a standard alert—it was a short melody. At that moment, I recognized it was different but couldn’t immediately recall where I had heard it before.

It wasn’t until I boarded the plane that I realized these musical cues were all connected, They are using the melody in both the boarding and landing music. The notification sound wasn’t just any tune; it was part of Cathay Pacific new brand music - Song of Cathay, a carefully composed sonic identity that follows passengers throughout their journey.

It’s similar to the signature scent used in all K11 Musea malls—you recognize it the moment you step inside. By integrating these subtle changes across various touchpoints, brands can create a seamless and immersive experience, leaving a lasting impression on their audience and fostering brand loyalty.