Some real-life examples of moments of truth include: seeing a product ad on TV (<ZMOT), getting a product demo (FMOT), trying a product sample at the store (FMOT), speaking with a customer representative on the phone (SMOT), a customer publishing a product review on their blog (UMOT).

Examples of moments of truth include: The first interaction with a customer, product or service delivery Handling complaints or issues Billing and payment processes Renewal or repurchase decisions Each representing critical junctures in customer interactions and feedback.

That spark and the emotionally driven behavior that creates it explain how great customer service companies earn trust and loyalty during “ moments of truth ”: those few interactions (for instance, a lost credit card, a canceled flight, a damaged piece of clothing, or investment advice) when customers invest a high amount of emotional energy in the outcome.

Moment of truth has several common variations: Product A customer first encounters a new mobile device in a shop and takes a look. Service A customer's first stay at a new hotel in a city they often visit. Brand A customer's first stay at a chain of hotels.