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In the context of consumer
behavior, moment of truth is one of the most important aspects to be focused
on. Moment of truth as defined by managementstudyguide.com as an instance where
the customers and the organization come into contact with one another and gives
the opportunity to form or change an impression towards the firm. The firm
needs to understand well the needs and wants of the customers in order to
receive a good impression and acceptance from the customers.
What the firm thinks is important
may not apply the same for the customers. Mutual understanding needs to be
attained in this process as to bring about the best connection between both of
the parties. Moment of truth is one of a critical decision made by the
customers towards the company’s products and services, and that is why firms need
to plan it carefully.
In accordance to
managementstudyguide.com, there are two moments that are the goals of the firms
towards the customers:
- Moment of Magic: the moment where
the firm gave more than the customer expects.
- Moment of Misery: the moment
where customer interaction brought about a negative impact.
Research is one of the most recommended
tools that can be used to reach mutual understanding and bring about the moment
of magic within the moment of truth process. Once customers are happy with what
the firm provides, the survival and the goodwill of the firm can be established
smoothly.
For more details on Moment of Truth, please contact:
KIRTI PARKASH
+62 21 8378 3288
kirti.parkash@frontlinerinc.com
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