TheMoment of Truthconcept is sound and powerful. And, it has now crossed over into sales and marketing as others have embraced the term to describe different customer and consumer behaviors. Here is a brief history of theMoment of Truth.

As mentioned, the concept of theMoment of Truthwas introduced in the 1980s by Jan Carlzon.

Some 20 years later, in 2005, A.G. Lafley, Chairman, President and CEO of Procter & Gamble, came up with his version ofMoments of Truth. Rather than customer service, these were focused on consumer sales. Basically, he said there were twoMoments of Truth, and he later added a third:

1. The firstMoment of Truthis when the customer is looking at a product. This can be in-store or online.

2. The secondMoment of Truthis when the customer actually purchases the product and uses it.

3. The thirdMoment of Truththat he added is when customers provide feedback about the product. They share it with the company as well as their friends, colleagues, family members, etc.

It was in 2011 that Google came up with anotherMoment of Truth, which it referred to as theZero Moment of Truth(ZMOT). This refers to when a customer is researching a product. It happens before they ever buy. They are looking at websites, reviews and more.

Then, in 2014,eventricity Ltd.came up with a version, which it called theLess Than Zero Moment of Truth(Zero Moment of Truth.

Now, there is anotherMoment of Truth, which is brought to us by Amit Sharma, the CEO and founder ofNarvar. It is this newMoment of Truth.

(a) produce an essay that demonstrates the understanding of key aspects of the moments of truths and the growing importance of understanding the new customer philosophies to sustain business competitiveness. You need to produce examples