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Moments of Truth

How do you measure up?

Key learning outcomes:

  • Identify the moments of truth in interactions with your customers.
  • Recognise that a customer will rate their experience according to their latest encounter with your business.
  • Acknowledge the growth in the significance of the online sales environment.
  • Understand the impact of the gap between an enquiry and completion of a sale on a moment of truth.


Customers are more demanding today than ever before, and the power of the consumer has never been greater. Customers are testing and judging you every time they interact with your business, no matter how remote that contact might be. These interactions are your “moments of truth”. In this article, we will help you to identify the moments of truth in your business. Once you have done this, you will be able to work to enhance each customer touch point and identify areas that are potentially damaging to your business.


Jan Carlzon outlined the concept of “moments of truth” in his book of the same name published in the late 1980s. In the book, Carlzon recounts how he was able to turn around the failing Scandinavian Airlines System (SAS) through a focus on improving customer service and the customer experience. The concept is very easy to apply to any business and serves as a great reminder to focus on what is most important – the customer.

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