[Elite program] Assignment 11.2 - Moment of truth - Vân Hương

1. ASSIGMENT 11.2 [MOMENT OF
TRUTH]
[Đinh Ngọc Vân Hương]

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

3. 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.

4. 2.HOW MANY TYPES MOMENT OF TRUTH
Consumer/
Customer
journey
INTEREST
DESIRE &
ACTION
EXPERIENCE

5. 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

6. 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.

7. 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

8. 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)