Customers all around are scanning the virtual platforms for every shred of evidence on products that will augment their lifestyle. When a plethora of information is available, potential buyers will mostly be well-researched much before their purchase. They are only looking to confirm their research with the brand’s promises. Even before swiping their cards, there is an emotional or logical involvement attested with purchases. Customers are in search of value. The moment of truth in the market will reveal what new buyers think of certain purchases and experiences. In this blog, we will understand what is the moment of truth in marketing touchpoints and what are the four types of moments of truth.
What is a Marketing Moment of Truth?
Moments of truth are highly interactive touchpoints that involve emotional and critical decisions of a customer towards a brand. This provides valuable insights on customer’s needs, expectations, previous interactions with other brands, buyer’s anxiety and emotional involvement.
Moment of Truth is a term often used which involves a customer’s relation with a brand’s product or service. These are critically intense moments that can cement or crush a relationship. Different points of a customer’s journey can determine their moments of truth. Buyers are constantly comparing these three fulfilment metrics while they are on a purchase journey. Moments of truth will be what they think or see at that touchpoint.
Most purchases that people make, move through three stages of fulfillments. One is the functional fulfilment that the product is primed to do. Second is the emotional fulfilment where the user will feel certain emotions from using the product. Third is the social fulfilment where customers will map their social standing from using the product.
The origin of MOT in marketing touchpoints
A moment of truth in marketing is a pivotal point in the customer journey that shapes their perception of your brand, whether positive or negative. It can occur during product/service delivery, customer service interactions, or online reviews. As a marketer, recognizing and optimizing these moments can build a strong brand image and foster customer loyalty.
The concept was popularized by Jan Carlzon, the former CEO of Procter & Gamble. When he was the CEO of SAS Airlines, he had mentioned an incident in his book that popularized this term for the marketing professionals. As per the incident, a customer of the airline had come to the airport without his boarding pass. The pass was left out at his hotel. So one SAS agent personally drove back to the hotel to retrieve the flight ticket that completely changed the way the passenger had perceived the event. He was left with an indelible impression.
The Four Moments of Truth in Marketing as Defined
There are three main touchpoints or Moments of Truth in a commercial setting.
Stimulus: This is the moment where potential leads become aware of your products or services. This awareness stems from online or offline advertisements. Ideally, this is the first awareness stage that potential leads will come to learn about brand’s offerings and how it can solve their problems. This can happen via TV ads, print ads, newspaper leaflets, outdoor ads, sponsored search results on Google, emailers and social media platforms (Twitter or Facebook) etc.
First moment of truth: This is the ultimate decision to buy a product or service from the organization. At this point, a lead or a prospect becomes your customer after their first financial transaction with you.
Second moment of truth: The experience every customer undergoes while using the purchased product or service. During the post-purchasing phase, people will share their reviews and customer feedback online or offline. All this information makes for social proof for the brands. Second moment of truth will also determine if a customer will be disappointed or will become a loyal buyer to the brand.
Exploring the First Moment of Truth in marketing (FMOT)
In marketing’s first moment of truth, customers decide whether or not to purchase a product after seeing it on store shelves. Packaging design that sets one’s offering apart from competitors’, strategic placement in-store for maximum visibility and conveying benefits clearly can influence this decision-making process. Marketers should take note and consider these factors while developing branding strategies.
Analyzing the Second Moment of Truth in marketing (SMOT)
After purchasing a product or service comes the Second Moment of Truth (SMOT). To enhance SMOT for potential customers, brands must deliver exceptional customer service with warranties and guarantees while creating user-friendly products. A positive outcome of evaluating factors like product quality, customer service, and post-purchase survey and support is the possibility of gaining loyal customers who may advocate for your brand through word-of-mouth marketing. Listening to your customers’ feedback empathetically is essential in building strong relationships with them. You can collect customer feedback using easy-to-create Whatsapp surveys, understand their feedback via AMP emails or web based chatbots.
Evaluating the Third Moment of Truth in marketing (TMOT)
To ensure long-term success in marketing, companies must evaluate the Third Moment of Truth by analyzing customer feedback and reviews to identify areas of improvement. This is also an opportunity to offer excellent customer support and provide additional resources or rewards and incentives for future purchases. By prioritizing the third moment of truth, companies can foster positive outcomes such as increased customer satisfaction and loyalty.
Discovering the Zero Moment of Truth in marketing (ZMOT)
Researchers at Google introduced a new critical phase called Zero Moment of Truth that caught on among marketers like wildfire. This phase falls in between stimulus and first moment of truth. This turned into a meeting point for many organizations that began to look at customer touchpoints differently (or in a similar fashion). Before making a financial transaction, people are scanning the internet for more information about their next purchase. How an organization represents themselves at the ZMOT will determine how prospective buyers will perceive them. Content is important at this point. Brands positioning themselves as trusted advisors rather than a ‘buy me’ label have more chances of engaging with a dialogue with customers.
One person’s second Moment of truth becomes a new prospect’s ZMOT. Product recommendations, social proof, online reviews and other customer’s post purchase feedback are a part of this phase. All of this information is highly relevant for an incoming buyer. This helps them make a decision at their zero moment of truth. They want to be well informed about the company from sources and compare it with that company’s promises. Customers will want to know how the information at ZMOT will be in line with their value fulfilment system. It is good to note that people at ZMOT may not necessarily convert to become your customers.
Conclusion
In conclusion, the moment of truth in marketing is a critical component of any successful marketing campaign. Understanding how consumers interact with your brand at each stage of the buying process is crucial to creating content that resonates and drives conversions. By focusing on the four moments of truth – ZMOT, FMOT, SMOT, and TMOT – you can create a comprehensive strategy that addresses every touchpoint of your consumer’s journey.
Capture candid feedback and enhance customer experience at touchpoints using Merren. Sign up for a 14 day free trial and supercharge the way you collect feedback. You can create instant online surveys using our AI Survey Builder.