# Moment of truth: what it is and how it works · Zorraquino
> A moment of truth is an interaction that has a particularly significant influence on a person's perception of and relationship with an organisation.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/moments-of-truth.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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

Topics

[Experience and service design](https://www.zorraquino.com/en/dictionary/category/experiencia-y-diseno-de-servicios)

## Related concepts

- [Touchpoint](https://www.zorraquino.com/en/dictionary/touchpoint)
- [Customer journey](https://www.zorraquino.com/en/dictionary/digital-marketing/customer-journey.html)
- [Customer journey map](https://www.zorraquino.com/en/dictionary/customer-journey-map)