Do you know the moments of truth for various tasks customers attempt to achieve with your organization? Before you can know or identify your moments of truth, you must first know what that means.

So, like I usually like to do, I'll start by defining the concept.

BusinessDictionary.com defines moment of truth as “an instance of contact or interaction between a customer and a firm (through a product, sales force, or visit) that gives the customer an opportunity to form (or change) an impression about the firm.”

TheFreeDictionary.com states that a moment of truth is “a critical or decisive time on which much depends; a crucial moment.”

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