Google’s 2012 ebook ZMOT: Winning the Zero Moment of Truth. What are ‘Moments of Truth’ A Moment of Truth (MoT) is a touchpoint between the customer and the company. Wall Street Journal 2005 Proctor & Gamble’s approach to consumer experience In today’s on-line, information driven world, Event Driven Marketing is perhaps your only, slim chance of recognising an opportunity and getting to the customer before the rest of the world. Because if you don’t tell them today, then everybody else will tomorrow (when Google tells them). This time is yours to show the customer that you are there, that you understand and that you care. First Moment of Truth: Lafley referenced this as being an ah-ha moment that consumers have when they interact with your brand and its competitive alternatives. They haven’t told anybody else – yet.ĭepending upon the Event, the Window of Opportunity may be as short as an hour or two, or as long as a couple of days. In CX, a moment of truth refers to a moment in the customer journey that is most likely to determine how a customer feels about a brand. Read 47 reviews from the worlds largest community for readers. The key is that the only people that know about this are you and the customer.
EDM tells you when a Customer has a (potential) need, is open to suggestion and discussion, and fully understands why you might contact them. Moment of Truth is American Moment’s official podcast featuring prominent politicians, thinkers, journalists, and researchers on the American Right. Of course, the interesting thing (for us) is that, if you are using Event Driven Marketing to monitor and detect a Customer’s Events, you can actually know that something has happened within a few hours (or even seconds) of the fact.ĮDM finds and tells you about the ‘ Less than Zero Moment of Truth’. Now 5AG (After Google) they go on-line to look for answers to their questions, and only then do they contact you (if you made the shortlist). At 5BG, the customer would have an ‘Event’, think about it a little and then contact you for advice. Here we can see our Marketing Automation steps and funnel.
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