Moments of Truth

A “moment of truth” occurs each time a stakeholder—customer, investor, employee, regulator, or other—comes into contact with an organization, at any touch point. The experience the stakeholder has determines his or her own perceptions and the reputation of the company. And in today’s world where consumers are constantly connected, these views are often shared via social media, in turn shaping the perceptions and expectations of others.

Every consumer has likely experienced the following scenarios: One calls the customer service phone number and deals with an unresponsive, unhelpful representative more intent on explaining company protocol than solving problems; on the flip side, one returns an item ordered online to the store and is greeted by a personable employee who deals with the return pleasantly and with ease.

Opposite ...