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In the context of Consumer
Behavior, Moment of Truth is one of the most important aspects to be focused
on. It can be simply defined as an instance where customers and companies get
into contact with one another and give the opportunity to change an impression
towards the firm. Basically, this is done in order to bring about mutual
understanding between one another, where research plays the most important
role. In this process, blueprint of moment of truth needs to be set as to have
a planned way to conduct, especially if it is connected to service. Service does
not only apply for external, but internal too must be given for satisfaction
purposes.
Moment of truth can only be
effective by reaching the customer’s touch point. Customer’s touch point is
basically the moment where customers create the perception on the service that
firms provide. Yet, this perception can be the key for the firms as they can improve
their service factors by those feedbacks. Even the internal staffs can be more
motivated as they can be provided with the right skills to serve and attain
better results. Customers do not set their perception about the company only by
its first impression, but up to the last impressions and its middle process of
experience. It is believed that communication, contact and experience received
will determine the goodwill of the company in front of the customer’s eyes.
Within all these processes, human
five senses plays the most vital role, as these senses will feel the experience
of what the company possess. Perceptions are built from this and that is why
each and every part needs to be as per expectations as to receive positive
moment of truth. Last impression is the first impression, as many have said. Last impression of the customer needs to be made just like how the first impression
is created. Service needs to be consistent at all times as to provide the same
feeling until the end, giving a positive feedback hereby.
The continuation of a
relationship is determined on how satisfied the customer is. However, to bring
the lost customers can also be done by matching the needs, satisfaction and
reach the Moment of Truth. Impression is everything, and building a good
impression needs proper research and plan beforehand. Just as the case study of
a giant company, Ford Retail, has proved on the need of Moment of Truth. They believed
after conducting deep research that a happy customer does not only see on the
product quality, but more on the service given. The Interaction that touches
the customer’s hot button also has brought their success into heights!
Moment of Truth is no more a
stranger in the business world. Yet, conducting this process needs to be done
in a careful and detailed manner. Asking the support of business consultants or
experts practitioners can be one way to help.
For more details on Moment of Truth, please contact:
KIRTI PARKASH
+62 21 8378 3288
kirti.parkash@frontlinerinc.com
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