The term was introduced in the 1980s by Jan Carlzon , CEO of the Scandinavian airline SAS, who used the concept of "moments of truth" in the context of customer service – he defined it as every moment of contact between a customer and a company that influences the perception of the brand.
Jan Carlzon described this concept in his book Moments of Truth, in which he explains its main assumptions in detail.
book moments of truth – zmot
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The concept of moments of truth gained popularity in marketing iraq telegram data thanks to Procter & Gamble (P&G), which expanded on it into the concept of the First Moment of Truth (FMOT) and the Second Moment of Truth (SMOT) .
In practice, however, before we can even talk about any moments of truth, there needs to be a trigger that starts the whole process. So we can say that everything in the customer journey starts with a trigger.