November 16, 2011 – 8:45 am
Succesful businesses are those that consistently win two moments of truth. The first moment occurs in the shop or web site, when a consumer decides whether to buy one brand or another. The second occurs at home, when the consumer uses the brand — and is either delighted, or not.
Consumer behaviour has changed. The web has empowered us with the ability to find the information we want, at the moment we want it. Therefore, we search and research before we buy. Successful businesses now need to win that moment of truth, too : the zero moment of truth.
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