Mai Văn Bằng

A moment of truth is a moment that people behave base instinct without control in the specific context. Especially happen most in the extreme situation

Moment of truth: Cocacola realizes that no one smile when they take a passport photo when no one prohibit them

So that Cocacola make their experience memorable & encourage people smile by many happiness booths is placed around the city

In consumer journey we can find many moments of truth, but we must find only one moment that matter most for consumer experiences.

And in that moment, marketers can satisfied their unmet need

Example: Use consumer journey to define moment of truth

Brand can step in to the MOT can make the big impact & deliver the best experiences to consumer

4 Stages Moment Of Truth

Zero moment of truth

At this stage customers recognizes

their need and go online to gather information for

potential purchase

First moment of truth

This is the stage when customer confronts

the product and related alternatives in

the store

Second moment of truth

This stage talks about the experience related to the

product after making a purchase and using it

Ultimate moment of truth

Here the customer becomes the real fan of the product and share their experience with

other people

Help us see the whole picture of consumer journey & define the matter most MOT that make consumer realize their needs & purchase brand

Role of Moment Of Truth

Help brand understand overall consumer’s experiences to do better

Create more demand space for brand to satisfy consumer need

Create activation platform for brand at that moment provide the best experiences to consumer

Example: CloseupKiss it your way

MOT: Kissing in valentine is the most unforgettable moment make catalyst for their love

MOT: White-collars & students have a need to refresh their mind when they take a break

Example: Cocacola – Take a break

MOT: When consumers used up their Heinz, they turned the bottle on its head to get the last drop

Example: Heinz