In an article by MyCustomer editor Chris Ward, Solis discusses the elements to consider in the process of establishing a brand’s moments of truth. Ward begins by mentioning the four moments of truth that can help businesses improve customer experiences, as Solis chronicled in his 2013 book “What’s The Future of Business?”

These are:

Zero Moment of Truth: The term coined by Google to explain the event in which people now search for information online and make decisions about brands in that instance.

First Moment of Truth: The point when a consumer sees a product/ service for the first time and formulates an opinion about it.

Second Moment of Truth: The subsequent “collection of moments” that incorporate your customers’ senses.

Ultimate Moment of Truth: When an experience with your brand leads customers to publish some form of content expressing their use and enjoyment of your product or service, which becomes a form of advocacy for other people to find and share.

Solis’ subsequent book “X: The Experience When Business Meets Design” expands further on the topic, establishing some of the extra steps that determine if customers become advocates of a brand or end up with experiences that are “passive or uninspiring”.

In the article, Solis talks about additional elements to consider.

A key quote: “”When we look at the customer journey, at present, we do so in a very linear way, and we distribute responsibility for that customer journey to different groups in charge of managing different aspects. We give them budget, we give them personnel and we give them different metrics to try and optimize each component. But in a world where the customer journey is becoming increasingly non-linear, we can paint a much more accurate picture of how digital customers are interacting in different ‘moments’, be it before, during or after a transaction. We can ascertain how customers are making decisions, and we’re able to establish how to improve each of these moments of truth, and more importantly, how to connect the dots between them.”

Read the entire article here: https://www.mycustomer.com/experience/engagement/brian-solis-how-to-identify-your-moments-of-truth?platform=hootsuite