Meaning of the moment of truth in English the moment of truth idiom Add to word list an occasion when something important happens that tests someone or something and that will have an effect on the future: Lift-off is always the moment of truth for a new rocket.

The moment of truth is defined as a particular moment when a user or a customer changes or forms an impression about a service, product, or brand after an interaction or contact with it. This is also described as an opportunity to change the perception of the firm.

There are many moments at which a customer (or potential customer or former customer) will interact with a brand. A moment of truth is simply any interaction during which a customer may form an impression of your brand or product. This impression may be either positive or negative.