Skip to main content

Moment of truth (Marketing MOT)


A moment of truth (MOT) is marketing lingo for any opportunity a customer (or potential customer) has to form an impression about a company, brand, product or service. Marketers strive to use moments of truth to create positive, customer-centric outcomes. The concept itself is very simple -- if every customer interaction has a positive outcome, the business will be successful.
Although moments of truth can include mass communication, a MOT's power comes from those interactions in which the communication is personalized. The value of a moment of truth was first conceptualized in the 1980s by Jan Carlzon, the CEO of Scandinavian Airlines Systems and expanded upon by A.G. Lafley when he was the CEO of Proctor & Gamble.
Customers have an expectation that each moment of truth will provide accurate information and an effortless interaction with an organization. There is significant downside risk if moments of truth do not achieve a baseline level of an individual's expectations and customer satisfaction (CSAT) rankings are poor.
The challenge organizations face regarding moments of truth is to identify every possible customer touch-point and optimize each one, whether it is a recurring experience, such as sending out a billing statement, or a one-time communication with a sales representative over the phone.

Different types of MOTs

The following list is an aggregate from several different sources:
  • Less Than Zero Moment of Truth (<ZMOT) - an event occurs that inspires the customer to think about making a purchase.
  • Zero Moment of Truth (ZMOT) - the customer begins researching a product.
  • First Moment of Truth (FMOT) - the customer is looking at a product.
  • Second Moment of Truth (SMOT) - the customer purchases product.
  • Interim Moment of Truth (IMOT) - the period of time from when the customer purchases a product to when he receives it. Sometimes called Absolute Moment of Truth (AMOT).
  • Third Moment of Truth (TMOT) - the customer provides feedback about the product.

Comments

Post a Comment

Popular posts from this blog

Ghosting

Ghosting is to cease communications without notification. The use of the word "ghost" as a verb originated in social media in reference to dating, but the term is now used by employers to describe employees and potential employees who suddenly disappear. Typically, ghosting is used to describe: Job candidates who suddenly stop responding to messages. New hires who fail to show up for their first day of work. Employees who do not show up for a shift. Employees who leave work in the middle of the day and never come back. Some analysts blame ghosting on millennial entitlement. The reasoning is that members of the millennial generation have been brought up to feel they are special -- so special, in fact, that they do not need to follow conventional rules of behavior. Other analysts, however, maintain that ghosting behavior stems from changes in the job market and the phenomenon is simply a reflection of the laws of supply and demand in a healthy jo...
Post a Comment
Read more

Data deduplication

Data deduplication -- often called intelligent compression or single-instance storage -- is a process that eliminates redundant copies of data and reduces storage overhead. Data deduplication techniques ensure that only one unique instance of data is retained on storage media, such as disk, flash or tape. Redundant data blocks are replaced with a pointer to the unique data copy. In that way, data deduplication closely aligns with incremental backup, which copies only the data that has changed since the previous backup. For example, a typical email system might contain 100 instances of the same 1 megabyte (MB) file attachment. If the email platform is backed up or archived, all 100 instances are saved, requiring 100 MB of storage space. With data deduplication, only one instance of the attachment is stored; each subsequent instance is referenced back to the one saved copy. In this example, a 100 MB storage demand drops to 1 MB. Target vs. source deduplication Data deduplica...
Post a Comment
Read more

A Graphics Processing Unit (GPU)

A graphics processing unit (GPU) is a computer chip that performs rapid mathematical calculations, primarily for the purpose of rendering images. A GPU may be found integrated with a central processing unit (CPU) on the same circuit, on a graphics card or in the motherboard of a personal computer or server. In the early days of computing, the CPU performed these calculations. As more graphics-intensive applications such as AutoCAD were developed; however, their demands put strain on the CPU and degraded performance. GPUs came about as a way to offload those tasks from CPUs, freeing up their processing power. NVIDIA, AMD, Intel and ARM are some of the major players in the GPU market. GPU vs. CPU A graphics processing unit is able to render images more quickly than a central processing unit because of its parallel processing architecture, which allows it to perform multiple calculations at the same time. A single CPU does not have this capability, although multi...
Post a Comment
Read more