Moments of truth

Every so often, a piece of thinking has come along that has redefined our understanding of what drives people to make decisions. Some of these ideas are particularly important when it comes to helping someone decide to join your gym, or begin a fitness journey with you.

‍

In 1987, Jan Carlzon, president of Scandinavian Airlines, published a thin book called Moments of Truth. In it he described his efforts to make Scandinavian Airlines more customer-driven. The book was a huge success and paved the way for much of the customer-centric thinking of the last 30 years.

‍

Carlzon helped us all realise that brands face ‘Moments of Truth’ and are judged whenever they interact with their customers. Sometimes, an almost irreversible opinion of a brand is shaped within the first 5-7 interactions with the business.

In 2005, Alan Lafley, Chairman, President & CEO of Procter & Gamble, adopted this thinking to define the Three Moments of Truth faced by every customer. This shaped the marketing and sales strategies of consumer brands globally.

‍

In 2011, Google then coined the term ZMOT (Zero Moment of Truth), which has largely informed the digital buying experience we now partake in daily without even knowing about it.

‍

THE MORAL OF THE STORY

Perceptions are everything. We've all had our moments as customers when we face a ‘Moment of Truth’ and an organisation has either won our hearts, or let us down. Or maybe left no impression whatsoever. You don’t get a second chance to make a first impression. Every moment you are in contact with a customer, especially in the earliest interactions, is an opportunity to shape their feelings and opinions about your brand and your service. Stop thinking of your customers experience in terms of days, weeks and months, but in seconds and minutes. Understand at what points along their journey the biggest ‘Moments of Truth’ exist, or can be engineered, and focus 80-90% of your energy into making these moments count!

‍

“Any time a person comes into contact with any aspect of a business or brand, is an OPPORTUNITY to form an opinion.”

- JAN CARLZON -

‍