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Not Moment Too

February 10th, 2008 admin No comments

Not Moment Too

Defining Moments of Truth

When you pause to think about it, a “Moment of Truth” (MOT) is just that. It is when a shopper comes into contact with your store (or business) and experiences its level of quality. In short, it is not what you want it to be, it’s what it is! It’s the moment of truth—who you really are to your customers. If you are brutally honest with how your customers see you, it can also become the foundation on which to build quality offerings for your shoppers.

Here are a few things about Moments of Truth you may want to know.
· Moments of Truth start long before customers pass through your doors. For example, does your building say quality to passers-by? Has the grass been mowed? Recently? Is there litter anywhere? Are the windows displays fresh and inviting? For that matter, are the windows clean? Does the exterior entice customers to shop with you? Remember, a Moment of Truth is a contact with your store that tells someone something about its level of quality. If they notice you at all, they are experiencing a Moment of Truth.
· There are many different Moments of Truth. Literally, an MOT is any point of contact with your store that affects how a customer sees you. Here are just a few:
o Advertisements
o Entry
o Displays
o Cleanliness
o Signage. Handwritten signs never communicate quality.
o Staff interaction with customers . . . and each other
o Ease, friendliness, and quickness of checkout
o Problem resolution
· Moments of Truth will vary by publics and demographics. For example, your mailman may never get past the first few feet of your entryway but will the MOT he experiences tell him that yours is a quality operation? What about the senior shopper? For that matter, how do male shoppers experience the quality of your offering? How do female shoppers see it? Understanding your various publics can be tough, but very rewarding work.
· Moments of Truth are not always directly influenced. They are often 2nd, 3rd, or 4th generational in impact. The mailman might never have shopped your store, but he may have told his neighbor, who in turn told her daughter.
· Don’t guess—ask. The “experts” already shop your store. They’re the seniors, the African-Americans, the college kids, young moms, Mexican-Americans, and we could list more. If you do not already know, take the time to observe who is shopping you. Then find out how they see you.

Have fun . . . and good luck!

About the Author

Rus has been an adjunct professor of management, sales, and advertising, chief of a statewide bureau (Illinois), and CEO of two faith-based organizations. In both of the latter organizations he began successful retail thrift operations. He is also founder and principal of Talon Company which provides retail and business consultation services for nonprofit executives. Rus has an MPA from Northern IL University and has done Ph.D. studies at both Northern IL University and the University of Florida. More information on this subject and others can be found at www.TalonCompany.com