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Home » Glossary » Moment of Truth

Moment of Truth


What is the moment of truth in call centers?

A moment of truth is the key moment in the company-client interaction when the customer decides to form an opinion regarding the brand or product. It is essentially any contact that may give the consumer an idea of your brand or product.

It is necessary to know the life-cycle of the consumer with a brand or product to understand the moment of truth. There are numerous occasions when a consumer communicates with a brand.

The concept of moment of truth is popularized by Brian Solis, leading author of customer service. He also established the idea of the four forms of the moment of truth. The four forms are the zero moments of truth, the first moment of truth, the second moment of truth, and the ultimate moment of truth.

What is the moment of truth in call centers?

Importance of the moment of truth 

A moment of truth is a point of communication between the client and the firm. These times are crucial to the understanding of the consumer. A good moment of truth will leave a lasting impact. These periods range from business to industry. It is necessary to model moments of truth rather than to base them on your instincts.

Moments of truth are focused on experiences with a product or brand that can make or ruin the user interface or consumer experience. Since the discovery of a new brand, any subsequent consumer-brand encounter is an advantage. Those moments of truth can greatly affect the satisfaction of the consumer and the overall popularity of the product or brand. It is invariably necessary to make good use of them.

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