![]() ![]() © Winning the Zero Moment of Truth ebook by Jim Lecinski Micro-Moments So technically ZMOT could represent a whole host of customer touch points during their research phase. The Zero Moment of Truth ( ZMOT ) refers to the point in the buying cycle when the consumer researches a product. Other than a clearer definition of customer goal and the vagueness surrounding what constitutes a significant opportunity, the moment of truth and touchpoints are very very similar in meaning & intent. The term touchpoint which is of newer vintage is defined as a customer with a goal interacting with a brand. ![]() He defined this as, every significant opportunity to make a good or bad impression on the customer in her interactions with the brand. Let’s start with the “Moment of Truth” the term popularized by Jan Carlzon the CEO of Scandinavian Airlines in the 80s.
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