Moment of truth is a marketing concept referring to key interactions with a brand that shape consumer opinions. The 5 stages include <ZMOT, ZMOT, FMOT, SMOT, and UMOT, crucial for customer retention and brand success.

Moments of truth represent the points in the journey where a key event occurs, and the customer forms an opinion about the brand. In simple words, these are the touchpoints where clients either fall in love with your product or leave. Quality, service, value for money, consistency, and personalization are all pieces of that puzzle.

Today, up to five different types of moments of truth can be identified in the customer journey. Although companies don't necessarily consider every one of these moments, we're talking about them here to help you understand the broad scope and effects of these moments when it comes to the unique customer experience offered by your brand.

Public opinion on this differs a bit, but normally customers can experience between three to five moments of truth during a customer lifecycle. We’ll be detailing four discrete moments of truth and sharing ways to create positive experiences during each moment below.