CRM︰認識五大 Moments of Truth，把握營銷關鍵時刻

在 CRM 裡，「moment of truth」是指顧客產生或改變對品牌印象的關鍵時刻。如果品牌能把握這些黃金機會樹立良好印象，就能增加顧客購買並成為忠實顧客的機會。讓我們探討這五大 moments of truth 是什麼！

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「The moment of truth」是英文的慣常用語，意思是某人或事物要接受考驗，看清其本質的重要時刻，與中文「見真章」相似。在 CRM 裡，「moment of truth」是指顧客產生或改變對品牌印象的關鍵時刻，是考驗品牌的宣傳和客戶服務策略是否適切的時間。如果品牌能把握這些黃金機會樹立良好印象，就能增加顧客購買並成為忠實顧客的機會。相反，如果不幸留下了壞印象，日後投放再多的廣告也難以彌補。這概念最先於 2005 年被提出，當時只有兩個 moments of truth。後來隨著數碼商務的發展以及顧客習慣的改變，越來越多人提出新 moments of truth。現在就讓我們一一探討它們是什麼！

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