Moments of truth in customer service

by Moises Hamui July 8, 2024

Customer service is an essential field in the development of any company. The purposes of this area are so broad and varied that it becomes a fundamental element for the proper operation of services and interactions with customers.

It is also composed of different characters, one of which - which we will review today - is known as " moments of truth ."

If you want to know more about customer service, as well as its moments of truth, we recommend that you continue reading the article we have for you. You will surely take away a new learning experience on this topic.

What is PPC and what is it used for?

What is customer service?

Customer service is a set of interrelated activities offered by a supplier (company or business) so that its customer obtains the product or service at the appropriate time and place.

It also ensures that it is used correctly.

Similarly, customer service can be understood as the diagnosis that must be developed in the company always in favor of the needs and tastes of the client, since this is what makes the organization gain positioning .

Importance of customer service

The importance of this service lies in the fact that it increases the credibility of a brand and company based on the attention given to users and clients.

It is also usually one of the most important factors in increasing customer loyalty rates organically and without many complications.

Furthermore, customer service allows you to optimize the company's reputation, as well as its recommendations.

What is a moment of truth?

The moment of truth is, broadly speaking, the moment in which a user of our brand contacts customer service and, eventually, creates and bases a quality opinion of the customer.

In this sense, to offer and have better customer service, it is necessary to have control of each moment of truth, that is, to have control of the circumstances and direct them in the right direction.

Similarly, moments of truth do not occur randomly, but generally occur in a logical and measurable sequence .

Through this route, it is possible to accurately identify the improvements required to provide the services.

What are the moments of truth?

Below, we will look at some examples of moments of truth in customer service, in order to analyze their elements and properties.

Zero moment of truth

Known in English as Zero moment of truth (ZMOT), it is a concept created by Google executive Jim Lecinski in 2011.

These are the actions that users take to investigate brands or businesses in order to make better decisions.

In other words, ZMOT can be thought of as online research carried out by potential customers on a particular service or product before making a decision.

It is normal for all people to perform the ZMOT when looking for a product that suits our needs or preferences.

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First moment of truth

The essence of this moment is born when the client and the product/service have a meeting , which can occur in person or virtually.

During this scenario, the user will determine if the product matches what was served at the zero moment of truth. Let's use an example:

During the moment of truth, a person searched for the best waffles in town. The result of his search was a business that sells three large waffles with two scoops of ice cream of his favorite flavor.
During the first moment of truth, the person came to the store. During this moment, he or she will determine whether the place offers him or her three large waffles and whether they actually give him or her two scoops of ice cream of any flavor. This is what determines whether he or she is a satisfied or dissatisfied customer.

Businesses and companies must deliver what they promise to their customers, as it is a crucial moment.

Second moment of truth

This moment is characterized by the acquisition of the product or service by the customer.

It's the perfect time to meet customer expectations or, at best, exceed them and instantly win a customer.

However, there may also be a scenario where the company or business does not deliver what it promised during the ZMOT.

Continuing with our example:

Scenario 1 : The place offered the person a complimentary drink and the waffles were bigger than they appear in their advertising. Plus, they have a wide variety of flavors. This scenario exceeded expectations.

Scenario 2 : The place delivers what it offers. The waffles are delicious and the person can choose the ice cream flavor they want. This scenario met expectations.

Scenario 3 : The waffles were cold and only had a few flavors of ice cream. It definitely didn't live up to the promise or expectations.

The second moment of truth is one of the most important, as it is the first exchange with potential clients.

Third moment of truth

During this moment of truth, the user will generate and share their opinions regarding the product or service through their preferred channels, from their social circle to their favorite social networks.

Some refer to this moment as the “ ultimate moment of truth ” as it naturally offers the customer’s true opinion and stance on the service, product, business or company.

Positive and negative moments of truth

Positive moments of truth are those in which the seller exceeds the customer's expectations, generating a memorable and differentiated experience. These moments can be:

Offer personalized and close treatment to the client, making them feel special and valued.
Anticipate customer needs, offering solutions before they ask for or look for them.
Surprise the customer with a detail, such as a gift, a discount or extra attention.
Show interest in the customer beyond the sale, asking about their opinion, satisfaction or well-being.

Negative moments of truth are those in which the seller disappoints the customer, generating an unsatisfactory and detrimental experience. These moments can be:

Ignoring or neglecting the customer, making him feel invisible or annoyed.
Lying or deceiving the client, offering something that is not fulfilled or that does not correspond to reality.
Treating the customer with indifference or contempt, showing a lack of respect or interest in their needs.
Leaving the client without a solution to a problem, showing a lack of responsibility or commitment.

What are a salesperson's 5 moments of truth?

A salesperson's moments of truth are those situations in which the customer evaluates the quality of the service and the satisfaction of his or her needs. These moments can be positive or negative, depending on how the salesperson handles and responds to them.

The 5 most important moments of truth are:

Initial contact : This is the first impression that the customer has of the seller and the company. It should be friendly, professional and focused on the customer's needs.
The presentation of the product or service : this is the opportunity to show the benefits and advantages of what is offered, as well as to resolve the client's doubts and objections. It must be clear, persuasive and adapted to the client's profile.
Closing the sale : This is the moment when the customer decides whether to buy or not. It should be fluid, without pressure or delays, and offer guarantees and facilities to the customer.
Post-sale follow-up : This is the moment when the seller ensures that the customer is satisfied with their purchase and offers support, advice and loyalty. It must be constant, personalized and oriented towards customer satisfaction.
Problem resolution : This is when the seller must deal with an adverse situation, such as a complaint, a return or a claim. He must be agile, efficient and empathetic, seeking solutions that satisfy the customer and maintain trust.

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7 examples of moments of truth

Below I present 7 real examples of moments of truth in different sectors and companies:

A restaurant that offers a free drink to its customers on their birthday, creating a positive moment of truth that generates loyalty and recommendation.
An airline that loses a passenger's luggage and does not offer any compensation or solution, creating a negative moment of truth that generates dissatisfaction and complaints.
An online store that sends a defective product to a customer and offers free returns and express shipping of a new one, creating a positive moment of truth that builds trust and gratitude.
A telephone company that overcharges a customer for a service that they have not contracted or used, creating a negative moment of truth that generates indignation and distrust.
A hotel that welcomes its guests with a bottle of champagne and flowers in their room, creating a truly positive moment that generates surprise and satisfaction.
A bank that charges its customers exorbitant fees for basic services, creating a negative moment of truth that generates frustration and discontent.
A bookstore that recommends personalized books to its customers based on their tastes and interests, creating a positive moment of truth that generates value and recognition.

How moments of truth are measured

Moments of truth can be measured through different indicators that reflect the impact they have on the customer and the company. Some of these indicators are:

Customer satisfaction: measures the degree of customer satisfaction with the service received and with the fulfillment of their expectations. It can be measured through surveys, questionnaires or rating scales.
Customer loyalty: measures the degree of customer loyalty to the company and their willingness to repeat the purchase or consumption. It can be measured through the retention rate, the repurchase rate or the customer lifetime value.
Customer recommendation: measures the degree of influence of the customer on other potential customers and their willingness to spread a positive opinion about the company. It can be measured through the recommendation index, the viral index or the net promoter index.

In conclusion

Moments of truth in customer service are capable of generating a positive or negative environment and interaction with users.

All of this depends on the response to the expectations and needs that your company offers to customers in each scenario and circumstance of contact.

In short, moments of truth will redundantly reflect the truth about the processes that companies carry out to interact with their customers and, in this way, offer them an enriching experience that exceeds their expectations.

Schedule a call with MHA and let us advise you so you can reach your sales goals.