Moments of truth series#

Since then, the concept has evolved, and other moments have been integrated to adapt to today’s customer journey. The company’s objective was to satisfy its customers at these two levels as a priority in order to build loyalty. Initially, only two moments were defined: when a customer buys a product and when he or she uses it. In 2005, Procter & Gamble Chairman and CEO Alan George Lafley coined the concept of “moment of truth”. Secondly, it is to succeed in convincing them and creating an attachment to the brand in order to build loyalty. First, it is to avoid dissuading the consumer and sending him to the competition. The challenge of this concept is twofold. This concept is therefore very useful for understanding the overall customer experience and verifying that the experience is in line with or even exceeds expectations. They represent moments where a consumer can be won over and become a customer or conversely be lost, depending on the response provided by the brand. The company must be particularly attentive to the different moments of truth because it is there that the customer forms an opinion that will influence future decisions. This impression can be positive or negative, and therefore play an important role in the perception of a brand. It refers to one or more key moments during which a consumer can form an impression of the brand and its products. The notion of “moment of truth” (MOT) is generally used in a marketing and sales context. Moreover, the implementation of real-time video communication at several points along the journey can help companies deliver an innovative customer experience. Determining these different moments allows developing effective improvement strategies. Each decision taken by a customer corresponds to a moment of truth.

Moments of truth series#

The customer journey is a series of decisions. Indeed, a satisfied customer is much more likely to renew his purchase and to talk about it around him. To achieve this, they must not only provide quality products and services, but also create an optimized and fluid customer journey. Providing an optimal and satisfying customer experience is essential for brands today.