Zero moment of truth, ZMOT; Learn about its relationship with customer service
Zero moment of truth, ZMOT. What are we talking about? Is it a Czech juice brand, maybe? Is it an Eskimo word? Or is it just an acronym for some new Internet expression, like “LOL”?
Indeed, when we talk about ZMOT we are talking about the latter, an acronym, although it has a less playful meaning and is much more important for the future of companies. ZMOT stands for “Zero Moment of Truth,” and it reflects a decisive moment in the success or failure of a business. Let’s get to know it a little better.
What is Zero moment of truth?
The term ZMOT, Zero moment of truth, comes from its author, Jim Lecinski, Google’s general sales manager for the United States, who in 2011, based on his extensive knowledge of consumer behaviour, published the book “ZMOT: Winning the Zero Moment of Truth.
Thus, ZMOT would be that moment in which, before considering the purchase of a product or service, the potential customer investigates (usually through the Internet) about them, in order to obtain more information that will help him/her to form a first impression in order to make the purchase decision.
Nowadays, and as the Internet has taken over our daily lives, ZMOT has increased its frequency and importance. It’s easy to figure out why.
Imagine a person who would like to buy a product, for example a hat, at the end of the 19th century. Probably the only thing he could do is to ask a seller about them. he would have very little information about hats.
Now imagine the same situation, but today. If you want to buy a hat, first of all your options multiply; you can buy it in a store near you, but also in the thousands of stores that offer them via the Internet.
But you don’t have to limit yourself to a small circle to find out which hats are the best, the ones that last the longest, the companies that offer the fastest, the most reliable ones or the best customer service. All this information is available to anyone, through opinion pages, blogs, social networks, forums, etc.
Obviously, it is one thing to have a large amount of information and a different thing to know whether it is more or less reliable, which is a tricky situation. But the truth is that we now have access to hundreds of opinions, which is quite different from what we had a few years ago.
Zero moment of truth and customer service
Any company knows that today. Before buying a product or service, many consumers are informed and generate thousands of ZMOTs every day, and what can we do, as a business, to make them positive?
Clearly, one of the key issues is prestige. A good image, gained by excellent service, is one of the most important factors in determining the zero moments of truth in our favour.
In this blog we have already published some articles about how to improve the image of a company, so we invite you to read them. At present we will focus on the importance of customer service in relation to ZMOT.
Anyone will quickly see the link between Zero moment of truth and user support.
Because some of the experiences that users transmit most frequently through the network are those related to customer service provided by a given company.
You can easily find this kind of feedback on any social network or opinion page:”I contacted customer service and everything was taken care of in a few minutes. I am quite satisfied with my hat.“. Or “I called customer service and they kept me waiting for an hour for nothing. I am actually quite annoyed.”
Contacts with customer services are critical; these often open the emotions of consumers and determine to a large extent the image they have of companies. And also, because they are widely shared in the network.
A tough task…. that can be a little easier with Integria IMS
Just as many companies know the importance of maintaining good customer service, among other reasons to help achieve more success in the Zero moment of truth, there are many who know that offering good customer service is not always easy. To achieve this, it may be necessary to use a lot of effort, to achieve good organization, a very professional team and to have the right tools to do the job better.
Fortunately, we live in the 21st century, which allows us to have amazing tools at our disposal, such as the selfie sticks, the suitcases that follow you around the airport or even programs which are capable of helping you with the management of your company’s customer service, do you want to know about ours? This is Integria IMS.
Integria IMS is a program that has, among other features, an incident management system (help desk software) based on tickets (ticketing) that can be very useful in customer service in companies or organizations.
Do you want to know more about what the Integria IMS ticketing tool can offer you? Click here: https://integriaims.com/en/product/help-desk-software/
Or you can also send us any questions you may have about Integria IMS. You can do it in a very simple way, thanks to the contact form at the following address:
Also, remember that Integria IMS has other very useful features, such as an inventory or a project management system, among others.
The Integria IMS team will be happy to assist you!
And don’t forget to have a look at the other articles that we have published in this blog, we are pretty sure that you will like them. What did you think of this article on Zero moment of truth? Leave us your opinion in the comments section below.
We will be happy to answer all your questions.
We will be delighted to read all your comments, don’t forget to leave a comment in the comments section below. We are looking forward to hearing from you.
By the way, how do you think the internet has changed the way people buy today? Do you think that people used to buy less since it was more difficult to buy something? Nowadays it is so easy to buy from overseas through the internet, you can have anything you want without leaving your house. What do you think?
Alberto is one of the translators of Integria IMS. He is also a singer-songwriter and he also can play the guitar and the piano.