![]() ![]() In conclusion, the second moment of truth, as experienced, will decide whether or not customers will renew their purchases or remain subscribed to a service or cancel it.ĥ/ THIRD MOMENT OF TRUTH (TMOT) ou ULTIMATE MOMENT OF TRUTH (UMOT) This stage is crucial for a company because it brings together three key elements of customer loyalty: the quality of the experience, the quality of the customer relationship and the quality of the customer service. The second moment of truth allows customers to see if the product or service lives up to their expectations. If the customer encounters a problem and calls the brand’s customer service department.Every time the customer uses the product.After the purchase, especially when the customer is online and has to wait for the delivery to discover the product.Before the purchase of the product, especially when the customer goes to a physical point of sale.The second moment of truth is the buying experience. This stage is composed of several moments of truth: It is during this period that the brand has the ability to turn a user into a buyer. It is therefore important to deliver the right information and in particular how the product can meet the customer’s needs. A few seconds are enough for the consumer to form a first opinion on the product and the brand. The first moment of truth is when a consumer encounters a brand’s product or service for the first time. This is why it is essential to take care of your e-reputation and to provide all the necessary elements to convince consumers. This moment of truth occurs well before the consumer contacts the brand or buys a product. The sources of information are varied (brand websites, price comparison sites, social networks, consumer opinions, etc.) and allow consumers to form an initial opinion. A study conducted by IFOP shows that 80% of Internet users say they use the Internet to get information before buying a product or a service. When this happens, the consumer will seek information online to find the perfect solution. The zero moment of truth, coined by Google in 2011, is when a need arises in the mind of the consumer. This can decrease the likelihood of consumers choosing a competitor. The company can then carry out marketing actions (emailing, sponsored content, etc.) even before the customers come to it to position itself in their minds. The less than zero moment of truth has recently appeared and refers to the moment when consumers do not yet feel the need to buy a product or service. Since then, the concept has evolved, and other moments have been integrated to adapt to today’s customer journey. The company’s objective was to satisfy its customers at these two levels as a priority in order to build loyalty. Initially, only two moments were defined: when a customer buys a product and when he or she uses it. In 2005, Procter & Gamble Chairman and CEO Alan George Lafley coined the concept of “moment of truth”. Secondly, it is to succeed in convincing them and creating an attachment to the brand in order to build loyalty. The challenge of this concept is twofold. First, it is to avoid dissuading the consumer and sending him to the competition. ![]() ![]() This concept is therefore very useful for understanding the overall customer experience and verifying that the experience is in line with or even exceeds expectations. They represent moments where a consumer can be won over and become a customer or conversely be lost, depending on the response provided by the brand. The company must be particularly attentive to the different moments of truth because it is there that the customer forms an opinion that will influence future decisions. This impression can be positive or negative, and therefore play an important role in the perception of a brand. It refers to one or more key moments during which a consumer can form an impression of the brand and its products. ![]() The notion of “moment of truth” (MOT) is generally used in a marketing and sales context. ![]()
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