Scribd
Upload
190 views1 page

Moment of Truth (TQM)

A Moment of Truth is a contact between a company and consumer where the consumer decides if the company is truly consumer-oriented. Consumers judge companies based on their experiences rather than marketing statements. There are four Moments of Truth: the Zero Moment is when a consumer searches online for information; the First Moment is when they encounter the product; the Second Moment is after purchase when the experience matches promises; the Third Moment is when satisfied customers promote the brand online.

Uploaded by

Nhylhuanehr Rhenhualhyn Foronda
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
190 views1 page

Moment of Truth (TQM)

A Moment of Truth is a contact between a company and consumer where the consumer decides if the company is truly consumer-oriented. Consumers judge companies based on their experiences rather than marketing statements. There are four Moments of Truth: the Zero Moment is when a consumer searches online for information; the First Moment is when they encounter the product; the Second Moment is after purchase when the experience matches promises; the Third Moment is when satisfied customers promote the brand online.

Uploaded by

Nhylhuanehr Rhenhualhyn Foronda
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 1

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

You might also like