A Moment of Truth is any interaction with the Customer.

Richard Normann* gave this to the world back in the 1970’s.

Every interaction we have with customers creates a Moment of Truth. These interactions can be

If we apply engineering to Moments of Truth we can create optimum customer experiences. In fact the Moment of Truth is the root cause all the work in our organizations.

Moments of Magic, where everything works, customers get what they need and we operate with optimized service and cost control. More often however Moments of Misery occur. Customers experience poor delivery and queries cannot be satisfied.

Do you know how many Moments of Truth there are?

*(see http://en.wikipedia.org/wiki/Richard_Normann)