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Moments of truth are the touchpoints that matter most to users.
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Moments of truth are the touchpoints that matter most to users.
The term ‘Moment of Truth’ was coined by Jan Carlzon, CEO of Scandinavian Airlines.1 He used the term to mean those moments in which important brand impressions are formed.
In particular, when things go wrong customers can feel betrayed, and quickly take to social media to denounce the brand.
It’s not just about disappointment – it’s about how you deal with it. I remember being impressed when after 90 minutes of our flight sitting on the tarmac, the Virgin flight attendants handed everyone a choc ice. Our inner child, about to throw a tantrum, was mollified.
A useful place to look for moments of truth is in situations where people are in a vulnerable state and you have a critical opportunity to impress or disappoint them – for example when they first unpack a product and try to get it working.
How is this relevant to information designers? Because marketing designers make the promises, but we have to deliver, and not disappoint.
1. T Peters T and J Carlzon (1989) Moments of Truth. HarperCollins