Tuesday, 11 July 2017

Book Review - ZMOT (Zero Moment of Truth)

ZMOT by Jim Lecinski

Having worked in the service industry, this was a book that immediately caught my attention as "MOT (Moment of Truth)" was always a buzzword in service industry. The book is written in an easy, simple and digestible format with lovely insights into MOT. The TOC (Table of Contents) are nicely laid out imparting a clear understanding of the approach followed in the book.

This book fits well as being a primer on the subject of ZMOT. Right from explaining the concept to the history behind it and the reasoning for adoption in today's world, the book does a good job. Some of the important questions that this book answers are 
  • What is ZMOT ?
  • Why ZMOT is required ?
  • What constitutes the buying pattern of customer?
  • What impact it has on Customer?
  • How business could benefit from focusing on ZMOT ?
  • Which tools, techniques and strategies brands could use for ZMOT ?
Backed with empirical evidence in the form of surveys conducted, interview excerpts with industry leaders and examples of Google tools (for ZMOT) the book does justice to the topic. The 3 step mental model of buying is nicely demonstrated.

A couple of my favourite quotes from the book are

"If you're available at the Zero Moment of Truth, your customers will find you at the very moment they're thinking about buying, and also when they're thinking about thinking about buying."

"Digital word of mouth is one-to-millions. If you have a good experience, it's shared and re-shared with millions. You post it and suddenly, it's flying."

Overall, it's an excellent book for anyone wanting to understand the concept of MOT or ZMOT.

The ebook is available for free at  http://bit.ly/2t2Nqra 

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