As a result, the buyer or end-user may form or change their impression about a specific brand, product and/or service. These offerings include competitive and substitute options requiring different buyer trade-offs. This engagement may involve one or more brands, products and/or services. Through another individual, known as an influencer.Via a device (traditional or connected) or media entity, and/or.So the individual interacts with a product or service: They are the moments when we must prove to our customers that SAS is their best alternative.”(pages 2-3) Marketing Moment of Truth DefinitionĪ Marketing Moment of Truth (MOT) takes place when an individual realizes a want or need that most likely leads to a purchase. These 50 million ‘moments of truth’ are the moments that ultimately determine whether SAS will succeed or fail as a company. The SAS is ‘created’ 50 million times a year, 15 seconds at a time. Last year each of our ten million customers came in contact with approximately five SAS employees, and this contact lasted an average of 15 seconds each time. SAS is not a collection of material assets but the quality of the contact between an individual customer and the SAS employees who serve the customer directly (or, as we refer to them, our “front line”). Jan Calzon, CEO of SAS (aka: Scandinavian Airlines System) first defined the term in his book Moments of Truth(1987). What Is A Marketing Moment of Truth (or MOT)? The Origin of The Marketing Moment of Truth To succeed in this often opaque process, understand these critical marketing moments of truth and the impact they have on your specific audience. Further, they can be up to 80% through their process before you’re aware that they’re in market. Your prospects, customers and end-users access today’s omnichannel marketplace through different devices 24/7. Regardless of the size of your marketing budget, your prospects, customers and end-users control their shopping process and product and service use based on their personal schedules, timeframes and budget. These Moments Of Truth take place in real life or in a variety of contexts based on content formats, platforms and/or devices based on needs and wants. They consist of the interactions your audience has with your products and services. Do you know what Marketing’s 4 Moments of Truth are?
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