Successful deployment of innovated Moments of Truth is key to delivering optimal Customer Experiences. This Design-Implementation gap is precisely what kills the majority of Customer Experience initiatives. It is one thing agreeing on what a future state customer journey should be, it is entirely another implementing it.
Designing for Moments of Truth – The Design-Implementation GapĮarly efforts were geared around designing optimal Moments of Truth, however, simply mapping customer journeys has never been enough. To ensure outside in, you need to look through the Successful Customer Outcome lens.” Managing Moments of TruthĮnlightened ‘Outside-In’ organizations actively embrace Moment of Truth Management as an essential strategic and operational necessity to deliver engineered Customer Experiences. CEO of Denver based SAAS company ‘Parallel’ĭoug Bell says “A Moment of Truth is an interaction that contributes to the production of a successful customer outcome. The Moment of Truth for any organization is…Īt a practical level organizations need to chunk down their approach to fixing and innovating Moments of Truth. Connecting the dots from everything to the Cause of all work – The Moment of Truth. We harness and make real this design principle using the Customer Performance Landscape. In principle, everything a company does can and should be linked to a Moment of Truth. Moments of Truth are the cause of all work.įirst discussed back in 2009 the idea that all work an organization undertakes is, at a fundamental level, caused by Moments of Truth. What is a Moment of Truth?Ī Moment of Truth is any interaction with the customer within the Customer Experience – first discussed in my 1994 book ‘Business Process Reengineering – A Senior Executives Guide’ b. My interpretation and application of Moments of Truth revolve around three themes: a. I have also published many articles and conference keynotes (see the MOT primer below) reviewing the continued evolution of this interesting concept. Jan Carlzon’s 1989 book ‘Moments of Truth’ socialised Richard Normann’s concept.
Since the days of Richard Normann, the guy who invented the business term ‘Moments of Truth’ and Jan Carlzon’s book in 1989, the business world has interpreted Moments of Truth in several ways.
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