A moment of truth can turn a potentially positive experience into a negative one, and vice versa. Understanding moments of truth requires a complete knowledge of the customer journey.
A customer journey can have many touchpoints, and any of them could send the interaction off track and lead to a poor experience.
Organizations can ill afford to let this happen. Three bad experiences are all it takes for a customer to leave a company for good, according to Metrigy’s research. CX professionals might consider any customer journey touchpoint to be a moment of truth, or a point in which a customer makes an experience-based decision — whether good or bad. Most organizations have a lot of work to do around the customer journey and, therefore, their moments of truth.
What is a moment of truth in customer service?
In a moment of truth, customers might ask themselves the following questions:
- Do I buy this product or look at alternatives?
- Do I continue in self-service mode or escalate to a phone call?
- Do I share feedback on this experience or get on with my day?
For many organizations, the customer journey begins when the consumer engages with the contact center. They have no visibility into a consumer’s relevant activities prior to that initial email, phone call, text message, webchat or other interaction channel. But activity outside the contact center is just as significant as the interaction and post-interaction events.
What are the types of moments of truth?
CX professionals should consider several different moments of truth throughout the customer journey.
- Less than zero moment of truth
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