An episode in which a customer comes in contact with any aspect of the company, however remote, and thereby has an opportunity to form an impression is called
A) a moment of truth.
B) empowerment.
C) a first impression.
D) none of the above.

Question

Quizplus · Accepted Answer

A moment of truth is a critical interaction, or touchpoint, that a customer has with any aspect of a company, and it has the potential to leave a lasting positive or negative impression on the customer. It can occur at any stage of the customer journey, from initial awareness to post-purchase evaluation.

An Episode in Which a Customer Comes in Contact with Any