A moment of truth is the moment when a customer comes into contact with a product, a service or a brand. The customer gets an impression or changes an impression he had before. These are the decisive points during the customer journey when somebody decides for or against us. And these are the moments where we can reach out to our customers and influence their buying decisions. Read the definitions of the four moments of truth here, and find out why these points of contact with our (potential) customers are important.
The concept of moments of truth was first coined in the early 1980s. First of all, three moments of truth were defined, the first of which being when the customer first saw the product in the flesh, for example in a shop. Later, when we had the opportunity to find information about products or services on the internet, the zero moment of truth was added, the moment when somebody begins a search for a product online.