Have you ever fallen in love? Have you ever had your heart
broken? Sometimes it only takes a second to realise that
you're completely in love, but often things that are going well get
ruined when a potential suitor performs a "deal breaker" that puts
both of your statuses back to "single".
The same is true for our relationships with brands. "Moments of
Truth" are those instances that are considered "make or break"
engagements. They are the most influential touch points that
determine a customer's perception of the brand, and can occur in
Each moment of truth for a brand provides an opportunity for
sparks of enchantment to fly. When done well, they provide an "Aha"
moment where your consumer recognises their "perfect match." When
done wellconsistently, they can seal the deal and ensure the
consumer wants to live "happily ever after" with the brand. But
thoughtless brands can get them horribly wrong, leaving consumers
feeling that something is just not quite right. Sometimes brands
mess up so badly that the consumer deletes their proverbial phone
number and swears never to speak to them again.
Kulula is one of the brands who have gotten this right. From the
wacky safety presentations on board, to the language used on their
website, to the funky colours used in their uniforms, this brand
delivers on what the consumer expects with every touch point.
So how can you ensure that your Moments of Truth will make your
customer fall in love with your brand?
To optimise touch points, a brand needs to craft an experience
that authentically and accurately brings across its brand
essence. Woolworths brings the brand essence of quality
alive through the premium look of its packaging, the organic cotton
shirts of its staff and the higher quality materials of its
shopping baskets. Whether it's in-store or online, Woolworths'
Moments of Truth exude quality.
To meet and exceed your customer's expectations, you need to
understand what their needs are first. At Yellowwood, we apply
customer journey mapping to gauge not only what
the various moments of truth are that emerge from any given
shopping experience but also how they are weighted in terms of
importance to the customer. This allows the brand to design the
experience to appeal to their specific market segment. If you don't
know how customers navigate through your Moments of Truth, you
won't know how to make the experience memorable and enjoyable.
Touch points change with the addition of new product and/or
service offerings. Over and above this, to ensure on-going customer
loyalty and advocacy, it is critical that the quality and design of
existing brand touch points should be revisited regularly to ensure
that they remain relevant to the brand whilst meeting the
expectations of the consumer.
People form relationships with brands in the same way that they
do with potential lovers. So treat each Moment of Truth as if it
were your last opportunity to woo your customer and leave them with
butterflies in their stomachs. Getting this right, will
ensure that your brand is well on its way to a "happily ever