At Google, we call this online decision-making moment the Zero Moment of Truth , or simply, ZMOT . The ZMOT refers to the moment in the buying process when the consumer researches a product prior to purchase.
Second Moment of Truth (SMOT) refers to the moment when the consumer experiences a product or service following the purchase decision. The SMOT will determine the consumer’s brand perception and future buying decisions.
Moments of truth in a hotel, for example , will undoubtedly include (but not be limited to) booking the room, check-in, check-out, dinner reservations, dinner ordering, dinner presentation, eating (quality and quantity of food) and laundry receipt.
Micro – moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.
ZMOT helps marketers to gain that perspective and then utilize the learning to further develop their marketing strategy and fine-tune their tactics in the marketplace. Success will come to those marketers who think ahead, think fast and ZMOT is just the first step towards gaining a larger share of a consumer’s wallet.
So as counterintuitive as it may be, to get the green light, to create a moment of truth , you need to give people information they can’t argue with. Things they want, know, or do that are in opposition to each other. You need to give them truths they can’t question individually but that create a question together.
4. Third Moment of Truth . (Coined by Pete Blackshaw (ex P&G )) This happens post-product use. It’s when your customer becomes a true fan and gives back to your brand with new content: word of mouth, ratings and reviews. At this point, the customer has become a walking endorsement for your business.
A moment of truth is simply any interaction during which a customer may form an impression of your brand or product. This impression may be either positive or negative.
The questions are staged , the answers are staged and the winners are staged . If the loved ones will find out the truth whether you tell the truth or lie, you won’t lie and so win the money; everybody would be a winner!
A Moment of Truth (MoT) is a touchpoint between the customer and the company. These moments are very crucial for customer experience. In an ideal case, positive MoTs can leave a lasting impression. Customers experience them and create memories based on them .
Truth is the property of being in accord with fact or reality. In everyday language, truth is typically ascribed to things that aim to represent reality or otherwise correspond to it, such as beliefs, propositions, and declarative sentences. Truth is usually held to be the opposite of falsehood.
Truth is something that has been proven by facts or sincerity. An example of truth is someone giving their real age. Sincerity; integrity. The truth of his intentions.
10 Ways to Make Customers Fall in Love with Your Business Recognize the Value of Word of Mouth Marketing. Start Before They’re Even Customers . Manage Customer Expectations. Be Authentic in Customer Interactions. Treat the Customer Like Royalty. Practice Active Listening and Follow Through. Create a Scalable Support System.