Handled poorly, and a customer could be lost forever. Handled well, a moment of truth can foster loyalty and brand advocacy. And genuine emotional connections are key to whether companies will sink or swim during moments of truth. When emotions are running high, so are the stakes for brands. This is where moments of truth become really valuable – in emotionally impactful customer interactions. Third moment of truth: The tipping point where a loyal customer becomes an active brand advocate.Ī moment of truth in customer experience (CX) and customer service can have a slightly different interpretation, however.įor McKinsey & Co, it refers to any time when a person invests a “ high amount of emotional energy” in the outcome of a brand interaction.Second moment of truth: Once a purchase is made and the customer discovers whether a product or service meets their expectations.This is when marketers have the opportunity to convince the customer to buy their goods instead of another brand’s. First moment of truth: When a customer first encounters a product or service.In 2005, he claimed there were two moments of truth (with a third being added later by Pete Blackshaw – another P&G alumni): The term ‘moment of truth’ was first coined in marketing by AG Lafley, former Chairman, President and CEO of Procter & Gamble (P&G). What is a moment of truth in customer service and marketing First, let’s dig a little deeper into when moments of truth occur. So how do you spot a moment of truth? We’ll come to that. You can focus more on the moments that truly matter. Focusing on the “moments of truth” means spending your time (and budget) on the most valuable parts of your customer journey. That’s why it’s as exciting as it is important to recognise and spend some time to hone in on these pivotal interactions. Moments of truth can forever change the relationship between a brand and its customer, for better or worse. It represents occasions where a customer’s interaction is so impactful that it alters their perception of the brand. In marketing and customer service, the phrase ‘moment of truth’ has a similar meaning. They’re situations where people are put to the test or have to make a key decision that could change the course of their future. These are the type of make-or-break events in our lives that we commonly call ‘moments of truth’.
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