![]() ![]() Using the MOT concept, Normann was highly instrumental in the turnaround of Scandinavian Airlines (SAS) in the early 1980s. Richard Normann (1943-2003) is credited with the first use of the idiom “moment of truth” in a business context. I would go as far as to suggest a slightly different definition – one I think was intended by the first person to use the idiom in these contexts. At a minimum, the customer-experience community needs to agree on a more unified definition. I contend there is too much ambiguity for the term to be useful in the context of a professional discussion. Yet another criteria is a touchpoint that shows the greatest likelihood the customer will “fall off”, or is most likely to end the business relationship. Some identify various touchpoints where significant value is or is not realized. Some say the MOT is at the beginning when the customer decides to accept (or reject) the firm’s offer, while others point to the end of the transaction when they determine whether the whole experience was good or bad. However, the criteria for what’s “significant” depends on who you talk to. ![]() It is generally agreed that customer interactions are called “touchpoints,” and MOTs are the more significant touchpoints. As I have visited with many in the community, I’ve discovered there are various definitions for MOTs in relation to the customer journey. The term “moment of truth” (MOT) is not new to me and I was happy to learn it was an integral part of the customer-experience community vocabulary. ![]()
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