How the Zero moment and Ultimate moment of truth in the customer journey has been born out of the digital revolution

Digital revolution

Hayley Dawson

Senior Account Manager

Posted on August 14, 2017

To provide a great customer experience it’s critical to understand all of the touchpoints (any form of interaction with a brand that a customer may have) that form the customer journey. The traditional customer journey used to have a clear beginning, middle and end; advertising efforts were designed to raise brand awareness and content marketing influenced the consideration stage and guide the customer through to purchase. Below is an example of a conventional customer journey for an IFA discovering new investment opportunities for a client.

Example of IFA traditional customer journey


Traditional Customer Journey

Digital has radically transformed how customers move from awareness through to purchase and as a result, this predictable linear path no longer exists. Consumers have changed the way they approach decision making and their dynamic journey is influenced by many factors. For B2B marketers, this means treating the web like a giant call center, says Google’s Vice President, Jim Lecinski.

For example, an eye-catching print ad (stimulus) can encourage an IFA to research the company, which in turn can lead to new stimuli and additional research in a different direction, with each of these steps potentially re-occurring multiple times throughout the journey. This new decision making moment is termed the ‘Zero Moment of Truth’ (ZMOT) by Google.

In the influence-looped customer journey, consumers convert an experience into discoverable content on social media and other sharing platforms. This is coined the ‘Ultimate Moment of Truth’ (UMOT), becoming the next person’s ZMOT, over and over again. The dynamic customer journey is illustrated below in the same IFA example:

Example of a new IFA customer journey


New Customer JourneyBrands must rethink how they market their business and utilise the power of digital to connect with their target audience at all touchpoints. This goes beyond landing pages and SEO strategies, but creating experiences in every moment of truth that are shareable. Hygiene content is a great way of fostering positive brand experiences throughout the customer life cycle. Marketers that can keep all of these steps spinning, gain a very competitive advantage in today’s marketplace. The link between the UMOT and ZMOT is the future of branding and relationships.