![]() ![]() Zendesk has a page dedicated to success stories Here are 4 ways you can reach consumers at key touch points of the Zero Moment of Truth: By showcasing you customers’ feedback at every touch point of the journey (with Google Seller Ratings, Review Snippets, on-site or on social media), you’re delivering a consistent experience, providing users with the information they’re looking for, and building trust earlier in the funnel. Most of the time, the ZMOT happens online, on search engines, or on social channels such as Facebook or Instagram. It also helps them form their own opinion based on other customers’ experiences, resulting in a much more educated purchasing decision. ![]() Indeed, adding online reviews to the customer journey is a great way to provide additional information to confused shoppers. And with consumers relying on third-party validation like never before, leveraging user-generated content, social proof, word of mouth and trust signals throughout the journey is a great way to stand out in the ZMOT. Unfortunately, that only makes it harder for businesses to stand out, and therefore to retain and convert shoppers. If you're an online shopper yourself, you probably know how easy it's become to compare brands by price, product quality, service, shipping cost and customer experience when we shop online. This means that 80% of all consumers will be looking for third-party validation when comparing different products or services. Today, 93% of consumers read reviews as part of their buying journey, and 80% trust reviews as much as personal recommendations. So how can you make sure you’re providing as much information as you can before the First Moment of Truth? And how can you realistically turn the discovery phase of shopping in your favour and win the ZMOT for good? But the experience isn’t the same: consumers no longer get to see the product, and therefore need extra validation before purchasing. What used to be the First Moment of Truth (consumers discovering a product on the shelf) has now extended and includes mostly digital shelf experiences. We’re all aware of it, the consumer journey has changed. Indeed, Google's initial research found that, on average, consumers were looking at 10.4 sources of information before purchasing from a company.īut today, this number has skyrocketed to an average of 22 sources, and 40 for longer buyer journeys like booking a trip away! ![]() And as the competition keeps growing, the number of consumers researching products and services online prior to purchase keeps rising too. In 2019, consumers can research and compare businesses in just a couple of clicks, making it harder for brands to stand out. In today’s competitive market, making a decision can quickly become overwhelming, especially when a lot of equivalent choices are available. Why you should care about the Zero Moment of Truth ![]()
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