Expert Insights

What Is a Moment of Truth?

Moment of truth written in book

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Published On: 6th Aug 2026 07:00

A Moment of Truth in a call centre or customer service is a time when a customer forms a positive or negative perception of the company.

Positive Moments of Truth include:

Problem resolved
Friendly advisor
Compensation offered
Answered quickly
Speedy response
Follow-up call or email to check problem is solved

Negative Moments of Truth include:

Not able to get through on the phone
Problem not solved
Multiple calls needed to resolve problem
Unfriendly or indifferent advisor
High customer effort
Wrong advice being given
Not listening to what the customer has said

Reviewed by: Rachael Trickey

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