moment of truth

A "moment of truth" refers to a critical point where a customer interacts with a brand, product, or service, shaping their overall perception and satisfaction. It’s the instance when a customer forms an impression, whether through a purchase, customer support, or product use. These moments can strengthen loyalty if handled well or cause dissatisfaction if mishandled. Businesses aim to create positive moments of truth to build trust and ensure customers feel valued. Essentially, it’s the opportunity to positively influence a customer’s experience and reputation.