Moment of truth is a customer's first interaction with a brand, product or service. The term suggests that customers quickly form an impression that tends to endure. Moment of truth has several common variations:
ProductA customer first encounters a new mobile device in a shop and takes a look.
ServiceA customer's first stay at a new hotel in a city they often visit.
BrandA customer's first stay at a chain of hotels.
Second Moment of TruthA customer's first interaction with a product after purchasing it. For example, a child who unwraps a new toy at Christmas.
Zero Moment of Truth When a customer first hears about a new brand, product or service from friends or media sources. For example, a customer who reads a review of a mobile device on an ecommerce site.
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