If the shipment shows up late, whose fault is it? Perhaps the truck with the package had engine trouble and couldn’t go out for delivery. Not only is there the lack of a branded experience, there’s no control over the outcome. Most companies, unless they have their own shipping department, now turn the order over to a carrier like FedEx, UPS or the USPS. Once the customer hits the “Buy” button on a website, the company may send an email or text notification that the order was received and maybe a follow-up that confirms the order was shipped.
While Sharma calls this the Actual Moment of Truth, I refer to it as the Moment of Truth Gap. They might be able to track it on the FedEx page, but there’s no branded moment or cohesive experience. Sharma shared his philosophy: In the online world, retailers drop the ball after customers click “buy.” Customers don’t know when they’re going to receive their package. It is that gap, as I call it, which is where this new Moment of Truth lives. That can be as short as two hours with Amazon’s new expedited delivery program, or several days, or even longer. Eventually, he left Apple to start his own company, Narvar, which focuses on The After Experience, which is the period of time from when the customer buys a product online to when he receives it. Sharma started working with Walmart in 2006, designing the next generation multi-channel supply chain network, and eventually made his way to Apple in 2010 where he drove all aspects of the shipping and delivery experience. I had the chance to interview Sharma about his concept. It is this new Moment of Truth that I want to take a closer look at today. Now, there is another Moment of Truth, which is brought to us by Amit Sharma, the CEO and founder of Narvar. Which then leads to the Zero Moment of Truth. came up with a version, which it called the Less Than Zero Moment of Truth (
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