The Zero Moment of Truth: A Free Ebook by Google
Moments of truth make or break a customer’s experience. These critical moments when a customer interacts with a brand are the foundation for understanding and improving the customer experience.
To improve the customer experience it is necessary to understand where the first moment of truth happens. In retail environments, the first moment of truth happened when a customer interacts with a product on the shelf, the second moment of truth happens when the customer actually uses and experiences a product.
Consumer Behavior is changing, consumers are now using smartphones and other devices to evaluate products and service right at the moment when they are buying the product. This introduces a new category of touch points and moments of truth – the so-called zero moments of truth.
- A BUSY MOM IN A MINIVAN, looking up decongestants on her mobile phone as she waits to pick up her son at school.
- AN OFFICE MANAGER AT HER DESK, comparing laser printer prices and ink cartridge costs before heading to the office supply store.
- A STUDENT IN A CAFE, scanning user ratings and reviews while looking for a cheap hotel in Barcelona.
- A WINTER SPORTS FAN IN A SKI STORE, pulling out a mobile phone to look at video reviews of the latest snowboards.
- A YOUNG WOMAN IN HER CONDO, searching the web for juicy details about a new guy before a blind date.
