Moment of truth

Definition

Generally speaking, a moment of truth is any interaction a customer has with a brand where that customer forms or changes their opinion. However, within customer experience management and in particular across Sitel Group’s global network of contact centers, we define the moment of truth as an instance where the only way for a customer to have a positive emotional experience with a brand is to make a human connection with a contact center agent who is able to express the empathy needed to show they understand the customer’s situation as well as demonstrate the necessary hard skills to resolve the customer’s problem. Examples of moments of truth could be a car wreck (contacting insurance company), suspected credit card fraud (contacting into credit card services) or adding a new family member (contacting insurance company).