MOMENTS OF TRUTH- DEFINITION

A Moment of Truth is a contact between the company and consumer during which the
consumer decides if the company really is consumer oriented.
Why is that important? Well, consumers rarely read a companys customer service
policy statement and, even if they did, it would make no difference to their feelings
about the company. (except perhaps inducing some cynicism if policy was clearly
being ignored.)
Soo, the only way a consumer can judge a company is on the basis of contact with it.
Marketings 4 Moments of Truth
Zero moment of truth: Prospect recognizes need and goes online to gather
information for potential purchase.
First Moment of Truth: Prospect has a-ha moment when confronted with the product
and related alternatives, often in real life.
Second Moment of Truth: Customer has bought and used your brand or product. The
resulting experience (hopefully) supports your pre-purchase promise.
Third Moment of Truth: Customer becomes a true fan and gives back to your brand
with content and social media engagement.
First Moment Second Moment Third Moment
What consumes see and
seek
What consumers experience How consumers participate
1. External search
2. Brand site search
3. Content accessibility
4. Access to quick
answers
1. Usability
2. Sight, sound, and
motion
3. Video
4. Transactions
5. Information retrieval
6. Content prioritization
1. Feedback
2. Opinion
3. Score, rating, or
review
4. Comments on brand/
corporate blog
5. Suggestions/ co-
creations