ASSIGMENT 11.2 [MOMENT OF TRUTH]

[Đinh Ngọc Vân Hương]

1.What is the moment of truth 2. How many types of moment of truth 3. How to win moment of truth

AGENDA

1.WHAT IS THE MOMENT OF TRUTH

• Moment of Truth (MOT) as any time the customer comes into contact with any aspect of a company, however remote, he or she has an opportunity to form an impression (Jan Carlzon)

• Moment of Truth (MOT) loom between current reality and achieving the object of desire by revealing stories shared about an experience. It can form the possibility space for an experience (Joyce Hostyn)

=> MOT is an episode in the consumer/ customer journey, which forms the possibility space to meet intensified need of target customer through impressive experiences with brand.

2.HOW MANY TYPES MOMENT OF TRUTH

Consumer/ Customer journey

INTEREST DESIRE & ACTION

EXPERIENCE

Butter lane cupcakes: Search gives shoppers much needed visibility while social allows them to listen to what their customers want and give it to them (Enlisted in paid search, embraced feedback from social media, Yelp! and food blogs, employed Google AdWords)

2.HOW MANY TYPES MOMENT OF TRUTH (cont)

Zero moment of truth Prospects recognize need and go online to gather information for potential purchase

First moment of truth Prospects have a-ha moment when confronted with the product and related alternatives

"Inglorious Fruits & Vegetables“ campaign: features photos of ugly fruit with copy including "a hideous orange makes beautiful juice" and "a grotesque apple a day keeps the doctor away as well.“ , which turned unwanted fruits into new goods like Inglorious Vegetable Soups and Inglorious Fruit Juices

Taiki developed an application tool that helps provide a distinct performance of BB cream, the BB Sponge. This unique applicator is a two-layer sponge that allows the cream to stay on the surface while also providing antibacterial protection, offering itself as an applicator for BB and CC creams through a better application and user experience.

2.HOW MANY TYPES MOMENT OF TRUTH (cont)

Second moment of truth Customer has bought and used your brand. The resulting experience supports your pre-purchase promise

Ultimate moment of truth Customers become a true fan and give back to your brand with content and social media engagement

Procter & Gamble’s Tide Loads of Hope program and its limited-edition Tide detergent give-back, in an on-brand way, to the New Orleans community after Hurricane Katrina. The P&G-sponsored initiative, marketed online and through special labels on Tide detergent bottles, resulted in nearly 14,000 washed loads of laundry for 11,000 families.

In a moment of truth, customer can turn into:

• Moment of Misery: These are complaints, problems, negative experiences,

friction; anything less than a positive interaction

• Moment of Mediocrity: If you ask your friend how dinner was at a restaurant and

the response is, “It was okay (in other words, satisfactory),” you will probably want

to spend your money elsewhere. Satisfactory or average is mediocre.

• Moment of Magic: Most people think that magic has to be over-the-top or a

“Wow” type of customer interaction, but it does not. It just has to be above

average. However, the key is to be above average all of the time. That’s what the

best companies do. They create customer interactions that are above average… all

of the time. They are consistent and predictable.

3. HOW TO WIN MOMENT OF TRUTH

The secret is manage every Moment of Truth and create an above average (Moment of Magic) experience.

• If brands have Moment of Misery, the way brands handle it is really an opportunity to turn it around and create a Moment of Magic.

• If brands have Moment of Mediocrity, the way brands check and refresh brand is a way to enhance to above-average brand.

3. HOW TO WIN MOMENT OF TRUTH (cont)