The Three “Moments of Truth” in Customer Experience


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Almost everybody has heard of A.G. Lafley, the CEO of Procter & Gamble. Not only does he lead one of the largest companies in the world, but he is also a raving fan of actively involving customers in business.

When Lafley speaks, whole industries stop what they are doing and listen. For example, it was his speech at a recent Association of National Advertisers conference, extolling companies to Just Let Go of their brands, that practically legitimised customer generated media overnight. And there were plenty of other CMOs promoting customer involvement at the ANA conference as well.

One of Lafley’s key principles is the Two Moments of Truth, the first being what you see on the shelf, the second being what you experience after you have bought the product. But as Pete Blackshaw points out in a recent article on Clickz, ín the customer-empowered world we now live in, that is not enough. There are now Three Moments of Truth, the third being how customers participate in a dialogue with the company. Although Blackshaw talks about the three moments of truth with the web in mind, the same three principles apply just as much to all customer experiences.

If you aren’t delivering superior experiences that bring customers into the experience, that deliver what they are looking for and that invite them inside the company to start a dialogue, then you are missing a very important trick.

What do you think? Is the customer experience best left to companies to deliver? Or is there a big role for customer feedback and dialogue in the experience as well?

Post a comment and get the conversation going.

Graham Hill
Independent CRM Consultant
Interim CRM Manager

Graham Hill (Dr G)
Business Troubleshooter | Questioning | Thoughtful | Industrious | Opinions my own | Connect with me on LinkedIn


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