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It determines the customer’s future buying decision.

This stage refers to the experience the customer has with the product after purchase. This is the actual moment of conversion for marketers.

The first moment of truth refers to the first 3-7 seconds of a consumer coming in contact with your product or service whether online or in a physical store. Providing adequate information about products or services also gives your brand a competitive advantage. Hence, online reviews play a huge role in convincing prospective customers to choose your brand over others. The term zero moment of truth was coined by Google to include the impact of the Internet on customer buying behavior.Īccording to Think with Google, 53% of shoppers do their research before making a buying decision. Zero moment of truth (ZMOT)Īt this stage, the individual is already exposed to your brand but needs additional information to make a buying decision. It is an opportunity for your brand to drive targeted marketing content through various channels. At this point, this individual is a prospective customer and will usually interact with ads, social media posts, or emails from relevant brands as they look for the product or service to use. Here, an individual to realizes they need a product or service. The less than zero moment of truth describes the earliest stage of the customer life cycle. It begins when your customer realizes they need a product or service until the point of conversion. The 5 moments of truth stages are based on different parts of the customer journey. Hence, to create or identify your moment of truth, search for interaction points that can leave a lasting impression on your customers.īy asking questions through surveys and getting insights from user communities, you can identify possible pain points that may be associated with these interactions. While there are numerous interaction points along the customer journey, not all of them have a significant impact on the brand’s success. It can also determine whether an existing customer leaves or remains loyal to your brand.

A moment of truth is a marketing concept that refers to any moment of interaction with a brand that can change or form a consumer’s opinion about its products or services.Ī customer’s brand experience can make or break a business relationship at any moment of truth.