Moments of truth in customer service

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

Likewise, it is made up of different characters, one of them - 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 you continue reading the article we have for you. You will surely take away new learning about 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) in order for its client to obtain the product or service at the appropriate time and place.

It also ensures its correct use.

In the same way, 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 .

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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.

Likewise, it is usually one of the most relevant factors for the customer loyalty rate to increase organically and without many complications.

On the other hand, customer service allows you to optimize the reputation of the company, as well as its recommendations.

What is a moment of truth?

The moment of truth is, broadly speaking, an instant in which the user of our brand contacts customer service and, eventually, an opinion of its quality is created and based.

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

Analogously, moments of truth do not occur randomly, as they generally occur in the form of a logical and measurable sequence .

Through this means, it is able to precisely identify the improvements required to provide the services.

What are the moments of truth

Next, we will learn about some examples of moments of truth in customer service. This in order to analyze its 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 to make better decisions.

Understood another way, ZMOT can be conceived as online research carried out by potential customers on a certain service or product before making a decision.

It is normal for all of us 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 moment zero of truth. Let's use an example:

  • During the zero 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 in his favorite flavor.
  • During the first moment of truth the person went to the business. During this time, you will determine if the place offers you the three large waffles and if they actually give you two scoops of ice cream of any flavor. Being a satisfied or dissatisfied customer depends on this.

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

Second moment of truth

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

It is the ideal time to meet customer expectations or, in the best case, to exceed them and instantly gain a customer.

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

Continuing with our example:

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

Scenario 2 : The place meets 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 ice cream flavors. It definitely did not live up to what they promised, nor did it meet expectations.

The second moment of truth is one of the most important, since 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 the channels of their choice; from your social circle to your favorite social networks.

Some know this moment as the " supreme moment of truth " since it naturally offers the customer's true opinion and position about the service, product, business or company.

Positive and negative moments of truth

The truly positive moments are those in which the seller exceeds the customer's expectations, generating a memorable and differential 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.
  • Demonstrate interest in the customer beyond the sale, asking for their opinion, satisfaction or well-being.

The truly negative moments are those in which the seller disappoints the customer, generating an unsatisfactory and harmful experience. These moments can be:

  • Ignoring or neglecting the customer, making them feel invisible or annoying.
  • Lying or deceiving the client, offering them something that does not comply or that does not fit reality.
  • Treating the client with indifference or contempt, showing lack of respect or interest in their needs.
  • Leaving the client without a solution to a problem, showing a lack of responsibility or commitment.

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What are the 5 moments of truth of a salesperson?

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

The 5 most important moments of truth are:

  • The initial contact : it is the first impression that the customer has of the seller and the company. Must be cordial, professional and focused on the client's needs.
  • The presentation of the product or service : it is the opportunity to show the benefits and advantages of what is offered, as well as to resolve the customer's doubts and objections. It must be clear, persuasive and adapted to the client's profile.
  • The closing of the sale : it is the moment in which the customer decides to buy or not. It must be fluid, without pressure or delays, and offer guarantees and facilities to the client.
  • Post-sales follow-up : this is the moment in which 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 : it is the moment in which the seller must face an adverse situation, such as a complaint, a return or a claim. You must be agile, effective and empathetic, looking for solutions that satisfy the client 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 for their birthday, creating a positive moment of truth that generates loyalty and recommendations.
  • 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 a free return and express shipping of a new one, creating a positive moment of truth that generates 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 some flowers in the room, creating a truly positive moment that generates surprise and satisfaction.
  • A bank that charges abusive fees to its customers 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 client and the company. Some of these indicators are:

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

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 achieve your sales goals.

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