Instructions

“Moments of Truth” are the key interactions that have a disproportionate impact on how a customer feels about your brand. These can be delightful or disastrous.

How to Use:

  1. Identify moments across the full customer journey — from first touch to advocacy.
  2. Score each moment based on its emotional impact, business impact, and current experience quality.
  3. Use the Impact Score to prioritize which moments to fix or optimize first.

Scoring Criteria

Category Definition
Moment Name A specific point in the customer journey (e.g. “Pricing page visit”)
Stage Journey stage (Awareness, Consideration, Onboarding, etc.)
Emotional Impact How much this moment affects how the customer feels (1–5)
Business Impact How much this moment affects conversion, retention, or revenue (1–5)
Current Experience How strong the experience is right now (1 = poor, 5 = excellent)
Impact Score (Emotional + Business) – Current Experience = Gap to close (Max = 9)
Notes / Opportunities Ideas for improvement or what’s working well

Moment of Truth Table

Moment Name Stage Emotional Impact Business Impact Current Experience Impact Score Notes / Opportunities

✅ Tip: Focus on moments that have high emotional and business impact but low experience scores — these are your leverage points.