“Moments of Truth” in Customer Scenarios
A “moment of truth” in a Customer Scenario is the point at which the customer will give up, walk away, or be very disappointed and frustrated. We also refer to these points in a Customer Scenario as “showstoppers.”
Different types of customers in different contexts will often identify similar moments of truth in similar scenarios. For example, when a customer is embarking on a “select and buy” scenario, not being able to get the product or service when and where she needs it is a moment of truth. She’ll go elsewhere or give up. Even in a business-to-business context, when the product selection may be performed by one role (evaluator/recommender), the purchasing decision made by another role (budget owner), and the actual order placed by another role (purchasing agent), availability on the customer-desired time/date/location looms large as a showstopper.
Moments of truth are emotional. They are what will make or break the experience.