The Customer Journey / ZMOT

This is the beginning of Module 3 where we start to really delve into the new “customer journey” which we touched on in previous modules.

The customer journey from touch point to sale. (The path  from interaction to action)

This is the Traditional marketing funnel (engagement funnel) purchasing funnel


Digital has reshaped the traditional model and the customer journey. It is no longer a funnel!

We’ve now got three different types of media:

Paid Media – (eg. traditional advertising, newpaper tv, experiential etc)

Owned Media – (eg. the store, or brochures)

Earned Media – (eg. social media engagement, sharing experience)

This is outlined in the diagram below.

paid owned earned

We move around the journey as we come across different touch points! Within this multi channel market place:

multi channel journey

A great example of this multi channel customer journey was created by Fitch for IKEA:

See me examples here:

The traditional 3 step model

Stimulus —————- First Moment of Truth    ———— Second Moment of Truth


See ad for camera ——- go to store, see and buys ————- uses camera

It has now includes the ZERO MOMENT OF TRUTH :


See ad for camera ——- research cameras online ——-go to store, see and buys ————- uses camera

  • Consumers see an advert and now immediately research the product, look at reviews before visiting the’store’
  • The ad could also be a stimulus that may result in the consumer finding a better product with research.
  • The Consumers learns and decides to purchase at the Zero Moment of Truth

The New Engagement Funnel with UMOT

The Ultimate Moment of Truth is the moment when people convert their experience into content which they share across their social platforms!

In the connected economy this Ultimate Moment of Truth then becomes the new Zero Moment of Truth.

As a result it has now become a more DYNAMIC Customer Journey :

the dynamic customer journey

Different industries will have different journeys, with more impetus on relevant sections of the journey.


Learn more about the art of digital engagement here:

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