He
talks about many things but I wanted to highlight his thoughts on The Ultimate
Moment of Truth.
The
following four definitions are pulled directly from his book on page 75:
First Moment of Truth (FMOT) - It's what people search and find after encountering the stimulus that directs their next steps.
Second Moment of Truth (SMOT) - It's what people think when they see your product and it's the impressions they form when they read the words describing your product.
Zero Moment of Truth (ZMOT) - It's what people feel, think, see, hear, touch, smell, and (sometimes) taste as they experience your product over time. It's also how your company supports them in their efforts throughout the relationship.
Ultimate Moment of Truth (UMOT) - It's that shared moment at every step of the experience that becomes the next person's Zero Moment of Truth (ZMOT).
Earlier in the book he references A.G. Lafley, in 2005, Proctor & Gamble's CEO, spoke about the FMOT and SMOT. A.G. states that the FMOT is a 3-7 second period of time when the customer see's your product on the store shelf and decides whether or not to make a purchase.
First Moment of Truth (FMOT) - It's what people search and find after encountering the stimulus that directs their next steps.
Second Moment of Truth (SMOT) - It's what people think when they see your product and it's the impressions they form when they read the words describing your product.
Zero Moment of Truth (ZMOT) - It's what people feel, think, see, hear, touch, smell, and (sometimes) taste as they experience your product over time. It's also how your company supports them in their efforts throughout the relationship.
Ultimate Moment of Truth (UMOT) - It's that shared moment at every step of the experience that becomes the next person's Zero Moment of Truth (ZMOT).
Earlier in the book he references A.G. Lafley, in 2005, Proctor & Gamble's CEO, spoke about the FMOT and SMOT. A.G. states that the FMOT is a 3-7 second period of time when the customer see's your product on the store shelf and decides whether or not to make a purchase.
He
further states that the SMOT is when the customer takes that product home and
uses it and what that experience feels like.
What's
interesting is the fact that now we have technology and Brian talks about the role technology has had on the ZMOT. Now we have our first view of a product on our mobile device
or laptop/desktop not in the store. So by the time you get to the store
your mind is pretty much already made up.
You
know, it's funny!
I
remember reading the Experiential Economy
by B. Joseph Pine, II & James H. Gilmore back in 1999 and they talked about
the experience and how people will share that information and come back to your
product if they had a great experience.
And
this was all before social media hit the scene.
In
another twist, what was Malcolm Gladwell talking about in his book Blink back in 2005? The basic
premise of his book states that within two seconds people make
decisions/assumptions or the term he uses, "rapid cognition."
That's
fascinating!
What
I find interesting in the many years I've spent reading the latest from the
academic world or business guru's is that we are in the right business, the
relationship business!
And
make no mistake about it, chambers have always been in the relationship
business. For a previous post on that subject go HERE.
I'll
end with a quote from Jeff Bezos, Amazon founder, "your brand is what
people say about you when you're not in the room."
That's
really the crux of it, in today's world, they're saying it on social media,
which by the way, is just another way of saying you're not in the room, but you can
respond after the fact.
After
all is said and done, all we're talking about here is relationships. And
Chamber's have always been in the relationship business.
The
more things change, the more they stay the same!
