About all the moments of truth, and analysis of moments of truth when a customer enters a store till the time he leaves the store..

1. PRESENTATION ON
SUBMITTED BY:
RANI KUMARI
MFM-2ND SEM

2. Mission Of Every Brand
To be the first one in the priority list and mind of its customers in terms of :
• And the quality of after sales service
• Quality of satisfaction customer’s receive after buying their product
• Quality of product or service they provide

3. The Reasons Customers Leave
•1% die
•9% move on to other products because of someone’s recommendation
•9% finds a cheaper product elsewhere
•13% are dissatisfied with product quality
•68% go elsewhere because they find better service
As per a survey:

4. What is moment of truth ?
A moment of truth is usually defined as an instance wherein the customer and the
organization come into contact with one another in a manner that gives the customer an
opportunity to either form or change an impression about the firm.
Stages of Moment Of Truth

5. Various Stages Of Moment Of Truth
Zero moment of truth : At this stage customers recognizes their need and go online to
gather information for potential purchase
First moment of truth : This is the stage when customer confronts the product and
related alternatives in the store
Second moment of truth : This stage talks about the experience related to the product
after making a purchase and using it
Ultimate moment of truth : Here the customer becomes the real fan of the product and
share their experience with other people

6. First Moment Of Truth
This stage comes after Zero moment of truth, where customer has gathered maximum
information about the brand and product and is now in the store to make purchase.
The First Moment of Truth, is the 3-7 seconds after a shopper first encounters the product
on a store shelf.
These are the precious few seconds, that marketers have the best chance of converting a
browser into a buyer by appealing to their senses, values and emotions.
The various moments of truth inside the store when a customer enters till the time he
leaves , comes under first moment of truth.

7. Analysis of Various Moments of Truth when a
customer enters the store till the time he leaves the
storeFirst Impression :
• Warm greeting from the sales staff
• Asked if the customer wants any shopping assistance
Second Impression : If customer wants help from the staff
•Show and explain about the product, its benefits and limitations
•Show all the other alternative options available in the store
•Show the related complimentary products like showing a matching dupatta if customer is
buying an India ethnic kurta
•Show other product to encourage sales of the store
•Talk about the offers and discounts given on various products and categories
Third Impression : When the shopping is done and billing has to take place
•Make the billing fast and accurate
•Ask if they want to take anything else
•Provide proper bill and packaging for the product, like if any fragile product is brought by
the customer, bubble wrap it properly
•Thank the customer

8. Moments of Magic
Favourable moments of truth have been termed as ’moments of magic’. These are instances
where the customer has been served in a manner that exceeds his expectations.
Eg: 100th customer of a new department store being given a special discount on his
purchase
Moments of Misery
These are instances where the customer interaction has a negative outcome. Rude and
inattentive shop assistants or poor quality of food served at a restaurant all qualify as
moments of misery for the customers.

9. Don’t open a shop unless you like to smile ‐ Chinese Proverb
Behavioural principles which help employees to
consistently deliver good customer experience inside
the store
• Be in the Blue always
• Be personal
• Be the answer
• Be engaging
• Be thankful to every customer

10. THANK YOU