MOMENT OF TRUTHHồng Ngọc

Anytime a customer comes into contact with any aspect of a business, however remote, is an opportunity to form an impression (Jan Carlzon)

A moment of truth is usually defined as an instance wherein the customer and the organization come into contact with one another in a manner that gives the customer an opportunity to either form or change an impression about the firm (Business Dictionary)

A moment of truth is when an interaction occurs between a customer and the service provider that can leave a lasting positive or negative impression on a customer (Change Factory)

There are many definitions of Moment of truth (MOT):

My definition:Moment of truth is a consumer’s unconscious behavior when they interact with brands in a particular occasion, and brand could exploit this moment to change consumer’s perception/ attitude to the products.

discovery evaluation purchase use/experience bond advocacy

MOT could happen in any phase of this journey and there are 4 types of MOT

CONSUMER JOUNERY

WHAT IS MOMENT OF TRUTH FACTOR OF MOT ROLE OF MOT MOT VS STRATEGIC OCCASION

Zero MOT(when consumers collect

product information)

First MOT(when consumers face

many options for purchase)

Second MOT(when consumers discovers product

is either happy or disappointed)

Third MOT(when consumers review and viral their feedback)

WHAT IS MOMENT OF TRUTH FACTOR OF MOT ROLE OF MOT MOT VS STRATEGIC OCCASION

Interaction between consumers and brands

Factor of a MOT?

Consumers’ need and a desire to find out solution

A gap between expectation and result

Action to satisfy the need

How to create experience to find MOT?

Listening to learn how customers are guided to take their next steps from awareness to

consideration and evaluations

Answering these questions: Who are the experts? What are the communities where people go? Who influences them? What do they find and learn? What technologies and services do they

use? What happens as a result?

Engaging customers in each moment of truth based on their expectations and the opportunities

presented to provide value or resources.

Adapting processes, strategies and technology investments to improve the first three steps

WHAT IS MOMENT OF TRUTH FACTOR OF MOT ROLE OF MOT MOT VS STRATEGIC OCCASION

Role of a MOT?

Explore brand’s

issues that need

resolution

Understand overall

consumer’s experience

Focus and improve

consumer’s experience

How to win MOT?

Zero MOT

First MOT

Second MOT

Third MOT

Focus on advertising, search engine to make sure all information are

available

Focus on sampling, visual appearance and packaging of

products, POS, retailers to ensure the first full physical

engagement

Focus on differentiating products functional

benefit

Listening to consumers’ feedback through digital channels, call center or

interview

WHAT IS MOMENT OF TRUTH FACTOR OF MOT ROLE OF MOT MOT VS STRATEGIC OCCASION

Moment of truth Strategic occasion

- A consumer’s unconscious behavior when they interact with brands in a particular occasion, and brand could exploit this moment to change consumer’s perception/ attitude to the products.

- The cultural context that surrounds need states and gives marketers the ability to be truly relevant with consumers and shoppers

- Focus on consumer’s experience - Focus on consumer’s demand