In recent years, mature companies with far-flung networks of frontline sales staff—banks, retailers, airlines, and incumbent telecom providers, for example—have devoted a great deal of money and effort to retaining their current customers. As many academic studies have noted, the costs of doing so tend to be much lower than those of acquiring new ones.
The success of this strategy ultimately depends on expanding the breadth and depth of customer relationships and on translating the resulting loyalty into higher sales of goods and services, as well as a healthier bottom line. We believe that many businesses are falling short.
What does a Moments of Truth is in Customer Service?
A moment of truth is a marketing concept that refers to any moment of interaction with a brand that can change or form a consumer’s opinion about its products or services.
The objective of Knowing your moments of truth
- Improve your customer’s experiences with your product/brand
- Competitive advantage in the market
- Increases your customer retention rate
There are 5 Winning moments of truth as per the customer journey from start to end conversion toward sales. The following are listed below:
1. Less than Zero MOT (<ZMOT)
<ZMOT describes as the first interaction of the consumer in a consumer life cycle. Here consumer feels the need for solving a problem and finds different ideas by hunting on the web and social media.
- Strategize the right marketing plan
- Advertise the product by creating branding
- Creating the need for a product
2. Zero MOT (ZMOT)
At this stage, the individual is already exposed to your brand but needs additional information to make a buying decision. The term zero moments of truth was coined by Google to include the impact of the Internet on customer buying behavior. At this step consumer, already encounters the product and dives deep into the product. Here, client reviews play a major role in converting the consumer.
- E-presence of your brand/product
- Client reviews must be available
- Get a Competitive Advantage over your competitors
3. First MOT (FMOT)
It describes the initial 5-10 seconds of the consumers’ first encounter whether in an online or physical store. It is the actual moment of conversion, where a customer gets the first impression of the product. This step is the most crucial for conversion
- Product Images must be High Quality
- The price must be market competitive
- Must have active offers like discounts, coupons, deals
- Written content must be concise and describes the product well
- Rating must be above 4.3 stars
- The product page must be an enjoying experience for the customer
4. Second MOT (SMOT)
SMOT describes as the customer’s experience regarding the product/service. It is an ongoing process where a customer feels, thinks, and sees about the product or brand over its relationship
- Product Quality must be High
- Purchase till delivery must be easy
5. Ultimate MOT (UMOT)
When your customer publishes feedback content after an experience with your brand, they are at the ultimate moment of truth. It could be a review or social media post about how they enjoyed using your products or services. This is a form of brand advocacy that attracts new prospects to your brand.
- Consumers’ recommendations, comments, ratings, and word of mouth
Example of MOTs
- Seeing a product/brand ad on TV (<ZMOT)
- Getting a demo (FMOT)
- Trying a product sample at the store (FMOT)
- Speaking with a customer representative on the phone (SMOT)
- A customer publishing a product review on their blog (UMOT)
