Certain touchpoints make or break the customer relationship. See if you can spot the make‑or‑break ‘Moments of Truth’ that dominate journey maps in 2025.
In customer‑experience terms, a ‘Moment of Truth’ is best described as:
A stage where the brand sends a survey
A critical touchpoint that shapes lasting customer perception
An internal KPI review meeting
A post‑purchase upsell email
The ‘Zero Moment of Truth’ concept added by Google focuses on the stage when customers:
Experience the product for the first time
Research online before purchase
Post reviews after use
Contact customer support
According to Ipsos’ 2025 CX Global Insights, optimising which kind of moments yields the biggest loyalty gains?
Back‑office billing processes
Low‑value routine interactions
Peak‑emotion moments, whether positive or negative
Pain points with low emotional impact
Markopolo’s July 2025 guide advises brands to map moments across which three broad phases?
Awareness‑Consideration‑Purchase
Pre‑purchase‑Purchase‑Post‑purchase
Acquisition‑Onboarding‑Churn
Interest‑Desire‑Action
Which metric is commonly tracked right after a Moment of Truth to gauge success?
Net Promoter Score
Product margin
Bounce rate
Ad recall
A service outage apology email is an example of managing which type of moment?
Expected Moment
Negative Moment of Truth
Zero Moment of Truth
Passive touchpoint
Verint’s 2025 CX report highlights that customers recall positive moments most when brands deliver:
Personalisation and ease simultaneously
Deep discounts
Fancy packaging
Loyalty points
Which department should own mapping and fixing Moments of Truth according to Forrester’s 2025 CX rankings commentary?
Marketing exclusively
A cross‑functional CX task‑force
Sales only
Legal compliance
Transforming a mundane bill‑payment into a positive Moment of Truth would MOST benefit which industry segment?
Industrial equipment wholesalers
Commodity futures trading
B2B raw material procurement
Subscription services
When journey‑mapping, Moments of Truth should be validated primarily with:
Internal brainstorming only
Competitor press releases
Direct customer feedback and behavioural data
Assumptions from leadership
Starter
Moments slipped by. Sharpen your eye for pivotal touchpoints.
Solid
Strong recall of decisive moments—polish nuances to wow customers consistently.
Expert!
CX storyteller! You spot and shape Moments of Truth like a pro.
