It was unlike anything the world had seen before. That year, Walt Disney unleashed his spectacular vision on the world in the form of Disneyland. Google’s 2012 ebook ZMOT: Winning the Zero Moment of Truth. Moments of Truth: The Future of the Customer Experience By Charles Araujo In 1955, something happened in California that would change how we approach the world of IT some sixty years later. Wall Street Journal 2005 Proctor & Gamble’s approach to consumer experience In today’s on-line, information driven world, Event Driven Marketing is perhaps your only, slim chance of recognising an opportunity and getting to the customer before the rest of the world. As Jan indicates: 'These 50 million 'moments of truth' are the moments that ultimately determine whether SAS will succeed or fail as a company. Because if you don’t tell them today, then everybody else will tomorrow (when Google tells them). Moments of Truth are defined by the author as the numerous 15 seconds interaction where customers interact with front-line employees. This time is yours to show the customer that you are there, that you understand and that you care. They haven’t told anybody else – yet.ĭepending upon the Event, the Window of Opportunity may be as short as an hour or two, or as long as a couple of days. The key is that the only people that know about this are you and the customer. EDM tells you when a Customer has a (potential) need, is open to suggestion and discussion, and fully understands why you might contact them. The paper is structured as follows: After the introduction. Of course, the interesting thing (for us) is that, if you are using Event Driven Marketing to monitor and detect a Customer’s Events, you can actually know that something has happened within a few hours (or even seconds) of the fact.ĮDM finds and tells you about the ‘ Less than Zero Moment of Truth’. The Moment of Truth refers to the point in time when a customer standing in a shopping. Now 5AG (After Google) they go on-line to look for answers to their questions, and only then do they contact you (if you made the shortlist).
At 5BG, the customer would have an ‘Event’, think about it a little and then contact you for advice. Here we can see our Marketing Automation steps and funnel. What are ‘moments that matter’ The concept originated in customer experience as moments of truth, or points in a customer’s journey that determine if they will buy from you.
0 kommentar(er)
