Moments of truth – digital phenomena

The concept of Moments of Truth is the steps one usually follows to make purchases online

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The beginning Steve Jobs rightly said, “You’ve got to start with the customer experience and work back toward the technology – not the other way round.” So here we are, evaluating and assessing consumer behaviour in order to strive for satisfaction of the consumer as well as retaining and amplifying brand value.

Ever wondered what triggers a consumer to choose a particular brand? There are a number of factors that play a key role in determining the preference, and ultimately the decision of a buyer. Let’s evaluate the process of the individual’s course of making the final judgement or resolution.

The journey could be pleasant, neutral or negative, depending on how a brand architects it for the customer. This journey can be best revisited by the classic concept of “Moments of Truth”.

Journey road map
As we continue to delve into the concept of Moments of Truth, let me share my personal experience about a recent laptop purchase and relate my journey to the “Four Moments of Truth” to understand the concept thoroughly.

The need is triggered–“I need to buy a laptop but there’s an assortment to choose from, (double click–google.com) typed–best laptop to buy (pressed enter) revised my searches–best laptops to buy under 40K, best light weight laptops. The search kept getting precise keeping in mind various aspects that I could consider to choose a laptop that suits my requirements. As the hunt for the ideal laptop culminated, I cherry-picked a few laptops that I liked. After which, I turned to flipkart.com, amazon.in and ebay.in to get my hands on a few reviews that could paint a clearer picture. Now the dilemma was to get the one that I love most out of the few selected ones. After careful consideration and assessment of features and pros and cons associated with each laptop, I decided on getting the model that convinced me the most. Once I bought it, I acquainted myself with the features and software that were illustrated by the laptop brand (model) before I made the purchase. I browsed through a few videos to understand the know-how of exciting features and started figuring out how, when, and where to use them. My experience was positive for which I recommended the laptop to my cousin.”

Let’s see how it relates to the “Four Moments of Truth”:
Zero Moment of Truth or ZMOT (coined by Google): This moment of truth starts as soon as the need is triggered (I need to buy a laptop) and you grab your cellphone and type (best laptops to buy…), the keywords which would help you browse through your choicest options. ZMOT prevails till you have shortlisted your picks. As soon as you get a pre-disposition towards a specific product or brand, your First Moment of Truth (FMOT) commences.

First Moment of Truth (coined by P&G): This is the stage where you are very close to making the purchase decision. You will check online reviews, suggestions and go through feedback from people who have already used the brand /product/service, basically a stage where you will look for assurance (As the next step, I went on filpkart.com, amazon.in and ebay.in to read reviews) which will help you finalise on the specific brand/product/service purchase. In your trail, the actual purchase will happen after your First Moment of Truth has ended but just before the Second Moment of Truth (SMOT) has begun. (After careful consideration and assessing the merits and demerits, I decided on which laptop to buy.)

Second Moment of Truth (coined by P&G): The next stage is your SMOT, which starts after the purchase is done. Post-purchase experience is also known as the actual first-hand brand/product/service experience. (I got my first-hand experience, illustrated by the laptop brand before I made the purchase.) This is the stage where you start evaluating the brand’s promise of being honoured or not, and poses for a critical one as this can either make or break your brand image in the mind of the customer. The degree of satisfaction plays a tremendous rule in determining your Ultimate Moment of Truth (UMOT).

Ultimate Moment of Truth (coined by P&G): This stage is the final phase of a customer’s journey. However, it is the most prolonged one. Based on your post-purchase experience, either you will be disappointed, content or in a state of delight. This is the UMOT when you start sharing your experience with others which could be general feedback, a swell experience or a grievance. This stage of Moment of Truth does wonders for your brand as the consumer becomes your brand evangelist and advertises the product through word of mouth. (My experience was positive, hence I recommended the laptop to my cousin) The UMOT becomes the ZMOT or FMOT (in cases of recommendation from credible and reliable sources) for others who have learnt about your experience. Further to that, if the UMOT is delightful, you will certainly consider repurchasing the brand.

Designing the road map of the journey – Digital implications
ZMOT: The availability on platforms where it matters is the crux of being influential over potential customers, investing in SEO (search engine optimisation), tracking consumer habits on the internet or mobile can certainly do the trick. Provide adequate information that is enough to influence the customer and refrain from an influx of data that could be confusing. Be different and try innovative ways to create content that would influence a person to pick you over others. If you are not different, someone else will be!

FMOT: Help the potential customer to become your actual customer by directing some product reviews and feedback which will impart assurance and will aid in the final purchase decision. This stage is where the prospective consumer is halfway through in his/her purchase decision–make it easier for them. Getting the operational functions figured out (in stock, shipment, payment process, etc) will help in closing the process efficiently. This stage can pose some important questions and queries from the prospects, be ready to provide FAQs or access to interactive forums to reach out to your prospective customers.

SMOT: This stage occurs after all the hard work is done. It may not be difficult but can be easily ignorable. Don’t forget your customer now; he/she can be an asset to you. Nurture the relationship you’ve just built with your costumer by being attentive and always be keen to help. Provide sufficient information on product use, stress on after sales services; upload videos, access discussion forums, and pay close attention to ORM (online reputation management) for honest feedback. This is the stage where you can take the relationship to another level if done the right way.

UMOT: Now the fruits are ready to be reaped. Encourage your customers and provide platforms where they can talk about you and link it to portals where your potential customers are seeking information.  Socialise with them via Facebook, Twitter, Instagram, etc. Make your customers endorse your brand to positively influence the prospective ones. Treat them like family by constantly being in touch with them and provide content that they can easily relate to.

Brands and marketers should invest in this model to understand the various aspects of a customer’s journey and how they can impact opinions at various levels to convert that moment of truth into a eureka moment for your brand!

- By Arashdeep Sandhu- Head, MindShift Metrics

The thoughts and opinions shared here are of the author.