A moment of truth refers to the critical point in the customer journey where a customer’s experience with your product or service can make or break their decision to become a loyal customer.
RECIPE FOR SUCCESS INGREDIENT CARD
Ingredient 2
Marketing – Customer Service
Question:
What is meant by a moment of truth?
Answer:
A moment of truth refers to the critical point in the customer journey where a customer’s experience with your product or service can make or break their decision to become a loyal customer.
Let’s say you’re a small food business owner who sells homemade granola bars at a local farmer’s market. Your “moment of truth” might be when a potential customer walks by your booth and notices your product. If your packaging is eye-catching and your signage clearly communicates the benefits of your granola bars, the customer might stop to learn more. However, if your booth is cluttered and your signage is confusing, the customer might walk right past without giving your product a second glance.
Once you’ve caught a customer’s attention, the next “moment of truth” comes when the customer decides whether or not they’re actually interested in your product. In the case of the granola bars, the customer might ask you a few questions about the ingredients or taste. If you’re able to answer their questions and provide a sample that they enjoy, you might be able to convert their interest into desire. However, if you can’t answer their questions or your sample isn’t up to par, the customer might lose interest and move on to the next booth.
The customer has decided that they want your product. However, they still have some hesitations and may be considering other options. The “moment of truth” might be when they’re deciding whether or not to make a purchase. If you offer a special deal or have a particularly persuasive sales pitch, you might be able to push them over the edge and get them to buy. However, if your pricing seems too high or your sales pitch falls flat, they might change their mind and walk away.
Finally, the most critical “moment of truth” comes when the customer makes the decision to buy your product or not. If the purchasing process is smooth, your staff is friendly and helpful, and your product lives up to expectations, the customer is likely to have a positive experience and become a repeat customer. However, if there are long lines, the checkout process is confusing, or the product doesn’t live up to expectations, it can be a major turnoff for the customer and cause them to seek out other options in the future.
Therefore, as a small food business owner, it’s important to ensure that your customers have a positive experience during the “moment of truth” by providing excellent customer service, delivering a quality product, and ensuring a smooth purchasing process.
Action
Moment of truth
Identify five opportunities for improvement in your small food business.
