#Moments of truth 7 touchpoints how to

Moments of Truth are the touchpoints when travellers either fall in love with your product or turn away. Not all of these interactions are moments of truth. Customer journey and Moments of TruthĪ customer journey is the sum of all the experiences that a traveller has throughout their interactions with you.

#Moments of truth 7 touchpoints how to

The goal of this article is to show you how to identify your Moments of Truth and how to put your touchpoints on the map. At the same time, our attention span has shortened, our patience waiting to get the information we want is low, and instant gratification has become the norm.Īll this may sound exhausting. Think about the number of interactions through smartphones, social media, digital marketing ads, search engines, public reviews, email campaigns, chatbots and podcasts. The difference is that today, the typical customer goes through multiple touchpoints and many moments of truth. The concept of Moments of Truth was introduced back in 1980s by Jan Carlzon, the then CEO of Scandinavian Airlines: “Anytime a customer comes into contact with any aspect of a business, however remote, is an opportunity to form an impression.”Ī lot has changed since then but the concept remains. A Moment of Truth is an interaction that can leave a lasting positive, or negative, impression on a customer. A Moment of Truth is the opportunity to make an impression on a customer.