In this article, you will find the 5 types of moments of truth with practical examples, as well as strategies to create stellar moments in your company.
Shall we begin?
What are the 5 types of moments of truth?
Now that you know what moments of truth are in customer service and how important they are to your company's success, here's a list of 5 types. Read on to discover the challenges and advantages of each one!
1. Zero moment of cocos islands keelings email address
truth (ZMOT) or Moment of Investigation
The zero moment of truth , in Spanish, was a term coined by Google in 2011 and its acronym is ZMOT.
Google ZMOT refers to online research done by potential customers about a product or service before taking any action. According to a study by Think With Google , 8 out of 10 people do this.
In other words, ZMOT marketing happens when you pull out your laptop, cell phone or tablet to search for an offer that suits your needs.
This offer can be a product, a service, a discount coupon, a video tutorial, or an educational post on your company's social media.
Zero Moment of Truth (ZMOT) Example
Imagine you want to buy a new TV for your home. You have an idea of the right size and the budget you have available to spend on this purchase, but you still don't know which brand meets all the features you are looking for.
Online research can help you identify which TV suits your needs and which store sells it the cheapest. Additionally, you can use discount coupons from specialized websites and reduce the total amount to pay.
2. First moment of truth (FMOT) or Moment of Choice
Also known as the moment of choice , the first moment of truth refers to the instant a consumer is in front of your product, whether online or in a physical store.
The term is attributed to the multinational Procter & Gamble , which defines FMOT as the moment in which a person decides between your brand and your competitors. That is, the moment in which they choose you and not the competition.
However, this decision can happen very quickly, especially for everyday products, such as the brand of rice or butter. In fact, studies claim that consumers take less than 7 seconds to choose .
First Moment of Truth (FMOT) Example
Imagine you want to buy makeup as a gift for your mom. You don't know anything about it, but after a quick internet search, you found two brands that seem to have quality products and a fair price. This is your first moment of truth .
When making a decision, you can take into account a number of factors: shipping speed, the possibility of customizing the delivery package or the accepted payment methods.
However, these rational aspects are usually analyzed in conjunction with emotional aspects, such as a brand that best describes the products on the web or that is very active on social networks.
