A moment of truth takes place when the customer
A) forms an impression of company service.
B) does not pay the bill within 30 days.
C) expects a refund because of poor service.
D) files a formal complaint against the company.

Question

Quizplus · Accepted Answer

A moment of truth is a critical moment in the customer's journey where their impression of the company's service is formed. It could be a positive or negative experience that creates a lasting impression in the customer's mind. B, C, and D are not necessarily moments of truth, as they may occur after the customer has already formed an impression of the company's service.

A Moment of Truth Takes Place When the Customer