CASE STUDY you are learn wing decision is that in se process. P C and other marketi are moments that it with consumers. P&G and the Moments of Truth-Just How Many Moments Are There? learning in this course, a consumer's journey ision has several steps and there are many ourney Later, ex-P&G brand manager Pete Blackshaw suggested a third important moment (TMOT) when cus fluence the choices made at each point in feedback about their purchase to the company ant moment (TMOT) when customers provide P&G, the world's largest consumer prod- ack about their purchase to the company and to friends and family.97 facturer, has explained this as the Moments of Remember the Star Wars "prequels"? Well, in 2011 DE 05 The company started with two, added another Google introduced a prequel of sorts to this monic a prequel of sorts to this moment of er marketing experts now believe there are many truth concept with its Zero Moment of TruthM T . ents that marketers must consider when interact moment is focused on the internet research that consumers do before they buy, which is standard practice today for prod- The concept of the Moment of Truth began in the 1980s ucts of all kinds. ZMOT was born from a Google study that h lan Carlzon, president of Scandinavian Airlines, who found that 50 percent of shoppers used a search engine for Any time a customer comes into contact with a busi- product or brand research. They also learned that for some showever remote, they have an opportunity to form an purchases, consumers were spending more time at the ZMOT spression." He believed that if a company managed that stage than FMOT.98 Convinced, P&G updated its process to action to a positive outcome the company would be suc- include ZMOT, FMOT, and SMOT. cessful. In 2005, former P&G CEO A.G. Lafley refocused FMOT, SMOT, TMOT, ZMOT-are you keeping up? the concept from customer service to sales, and broke the But wait -recently, marketing firm eventricity LTD added process down into two big steps: the first moment (FMOT)