Moment of truth refers to instances where a customer interacts with a business and forms an impression. There are four types of moments of truth: zero moment of truth where customers collect information; first moment of truth during purchase decisions; second moment when customers experience the product; and third moment when customers share feedback. Moments of truth provide opportunities for businesses to understand customer experience and resolve issues in order to improve impressions at each touchpoint along the customer journey. They differ from strategic occasions which marketers use to understand cultural contexts and consumer demand.

1. MOMENT OF TRUTH
Hồng Ngọc

2. Anytime a customer comes into contact with any aspect of a business, however remote, is an opportunityto form an impression (Jan Carlzon)
A moment of truth is usuallydefined as an instance wherein the customer and the organizationcome into contact with one another in a manner
that gives the customer an opportunity to either form or change an impressionabout the firm (Business Dictionary)
A moment of truth is when an interaction occurs between a customer and the service provider that can leave a lasting positive or negative
impressionon a customer (Change Factory)
There are many definitions of Moment of truth (MOT):
My definition:
Moment of truth is a consumer’s unconsciousbehavior when they interact with brands in a particularoccasion, and brand could exploit this moment to
change consumer’s perception/ attitude to the products.
discovery evaluation purchase use/experience bond advocacy
MOT could happen in any phase of this journey and there are 4 types of MOT
CONSUMER JOUNERY
WHAT IS MOMENT OF TRUTH FACTOR OF MOT ROLE OF MOT MOT VS STRATEGIC OCCASION
Zero MOT
(when consumers collect
product information)
First MOT
(when consumers face
many options for purchase)
Second MOT
(when consumers discovers product
is either happy or disappointed)
Third MOT
(when consumers review
and viral their feedback)

3. WHAT IS MOMENT OF TRUTH FACTOR OF MOT ROLE OF MOT MOT VS STRATEGIC OCCASION
Interactionbetween consumers and brands
Factor of a MOT?
Consumers’ need and a desire to find out solution
A gap between expectationand result
Action to satisfy the need
How to create experience to find MOT?
Listeningto learn how customers are guided to
take their next steps from awarenessto
considerationand evaluations
Answeringthese questions: Who are the experts?
What are the communities where people go?
Who influences them? What do they find and
learn? What technologiesand services do they
use? What happens as a result?
Engagingcustomers in each moment of truth
based on their expectationsand the opportunities
presentedto provide value or resources.
Adaptingprocesses, strategiesand technology
investmentsto improve the first three steps

4. WHAT IS MOMENT OF TRUTH FACTOR OF MOT ROLE OF MOT MOT VS STRATEGIC OCCASION
Role of a MOT?
Explore
brand’s
issues that
need
resolution
Understand
overall
consumer’s
experience
Focus and
improve
consumer’s
experience
How to win MOT?
Zero
MOT
First
MOT
Second
MOT
Third
MOT
Focus on advertising,
search engine to make
sure all informationare
available
Focus on sampling, visual
appearanceand packaging of
products, POS, retailers to
ensure the first full physical
engagement
Focus on differentiating
products functional
benefit
Listeningto consumers’
feedback through digital
channels, call center or
interview

5. WHAT IS MOMENT OF TRUTH FACTOR OF MOT ROLE OF MOT MOT VS STRATEGIC OCCASION
Moment of truth Strategic occasion
- A consumer’s unconsciousbehavior when they interact with brandsin a
particularoccasion,and brand could exploit this moment to change
consumer’s perception/ attitude to the products.
- The cultural context that surrounds need states and gives marketers
the ability to be truly relevant with consumers and shoppers
- Focus on consumer’s experience - Focus on consumer’s demand