Hors-Série IA 2020



Moment of truth

Key instant in the relationship between the customer and the company in which the customer elaborates a perception of the quality of service delivered by the company.
The concept originated from a Procter & Gamble’s idea in 2005 : the first moment of truth (FMOT).
It describes the mechanism in which a stimulus (often generated by the classic media such as TV) push the consumer to the selling point, where the first contact with the product occurs. This first contact is crucial for the purchasing intention.
Google adapted this concept years later assuming that the customer uses increasingly internet tools before purchasing. the zero moment of truth (ZMOT) is placed between the stimulus and the first contact with the product at the sales point.