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5 Examples of Moment Of Truth

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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:


A customer first encounters a new mobile device in a shop and takes a look.


A customer's first stay at a new hotel in a city they often visit.


A customer's first stay at a chain of hotels.

Second Moment of Truth

A 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.
Overview: Moment Of Truth
A customer's first interaction with a brand, product or service.
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Product Development

This is the complete list of articles we have written about product development.
Brand Development
Competitor Analysis
Critical To Customer
Customer Analysis
Customer Needs
Design Considerations
Design Principles
Design To Value
Early Adopters
Feasibility Study
Figure Of Merit
Latent Need
Market Fit
Market Research
Moment Of Truth
Naive Design
Packaging Design
Product Analysis
Product Culture
Product Design
Product Functions
Product Marketing
Product Metrics
Product Planning
Product SWOT
Proof Of Concept
Sensory Analysis
Social Features
Target Market
Time To Market
More ...
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