Moment of truth
A moment of truth is an interaction that has a particularly significant influence on a person's perception of and relationship with an organisation
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It can occur when signing up, receiving a service or resolving a problem. Identifying it helps to prioritise resources. Its importance should be supported by research, since not all audiences value the same moments.
Also known as
Moments of truth