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Moment of truth every question right8/28/2023 ![]() ![]() Richard Normann (1943-2003) was a Swedish academic and management consultant who rose to prominence in the late 1970s and early 1980s for his work in emergent strategy, value creation systems, and service management. I would go as far as to suggest a slightly different definition – one I think was intended by the first person to use the idiom in these contexts. At a minimum, the customer-experience community needs to agree on a more unified definition. But just as in the process world, there is too much ambiguity for the term to be useful in the context of a professional discussion. Some of these interpretations are actually very close to the original meaning of the bullfight kill. Yet another criteria for an MOT is a touchpoint that shows the greatest likelihood the customer will “fall off”, or is most likely to end the business relationship. Some identify various touchpoints where significant value is or is not realized. Some say the MOT is at the beginning when the customer decides to accept (or reject) the firm’s offer, while others point to the end of the transaction when they determine whether the whole experience was good or bad. However, the criteria for what’s “significant” depends on who you talk to. There, customer interactions are typically called “touchpoints,” and MOTs are the more significant touchpoints. The customer-experience community also has various definitions for MOTs in relation to the customer journey. Then, the definition was any interaction in the process that includes the “paying customer.” But when it gets right down to the identification of MOTs in process analysis, I’ve seen the definition expanded to include everything from the whole of a customer conversation, or narrowed to each distinct question asked of a customer, and then every separate response from that customer. I became acquainted with the concept of moments of truth (MOTs) in my process-improvement work in 2005. ![]() So today, we’re left with an idiom that can mean almost whatever we want it to. Television, music, and movie producers have adopted “Moment of Truth” as titles for game shows, songs, and movies. An electrical engineer may experience a “moment of truth” when she applies power to her latest invention. A teenager may experience a “moment of truth” when he comes home after curfew. Since that time people have used, and somewhat overused, these words to communicate myriad ideas and situations. The English translation, the moment of truth, first appeared in Ernest Hemingway’s Death in the Afternoon (1932) which was largely about the sport of bullfighting. ![]() The Spanish expression “el momento de la verdad” signified the point in a bullfight when the matador makes the kill. What is least distinct cannot be named what is clearest is unutterable.” “Words are made for a certain exactness of thought, as tears are for a certain degree of pain. ![]()
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