Moment of Truth (Marketing MOT) - Definition, Types, & Examples

这篇内容介绍了“真实时刻营销”（Moment of Truth Marketing）的定义、类型和例子。真实时刻营销指的是顾客与产品、品牌或服务互动时形成或改变印象的营销类型。

文章中列举了几种营销时刻的类型，包括零时刻、第一时刻、第二时刻、第三时刻等。Jan Carlzon和A.G. Lafley在上世纪80年代首次提出了“真实时刻”的概念。

通过正确的信息和体验，真实时刻营销可以影响顾客选择产品或服务的决策，提高顾客忠诚度、品牌知名度和销售额。文章还强调了顾客反馈和客户服务在真实时刻营销中的重要性。

最后，文章提到了真实时刻的两种潜在结果：神奇时刻和痛苦时刻。

Moment of truth

Moments of truth

In customer experience management, moments of truth represent the points in a customer’s journey with a brand when a key event occurs and an opinion about that brand is formed.

The term was popularised by leading customer experience author, Brian Solis, who developed the theory that four types of ‘moment of truth’ exist.

• Zero Moment of Truth: The term coined by Google to explain the event in which people now search for information online and make decisions about brands in that instance.
• First Moment of Truth: The point when a consumer sees a product/ service for the first time and formulates an opinion about it.
• Second Moment of Truth: The subsequent “collection of moments” that incorporate your customers’ senses.
• Ultimate Moment of Truth: When an experience with your brand leads customers to publish some form of content expressing their use and enjoyment of your product or service, which becomes a form of advocacy for other people to find and share.