Moment of Truth, MOT
Version 1.0.0 · Updated 2026-07-30
CORE DEFINITION
Proposed by Jan Carlzon, CEO of Scandinavian Airlines. It refers to any moment when a customer comes into contact with a company (even if only 15 seconds), and these moments determine the customer's overall impression of the company.
SCAFFOLDING EFFECT
Reduce cognitive load
- Service granularity: corporate image is not determined by advertising, but by these MOTs such as the speed of answering the phone, the look in the security guard's eyes, and the wording of APP error messages. Everyone must be a manager of MOTs.
Anchor fast decisions
A customer's overall impression of a company is not formed by grand narratives but accumulated through specific moments of contact (MOTs). Each touchpoint either strengthens or destroys trust, and customer memory tends to favor the 'peak-end' experience. Managing the peak and end moments well is far more cost-effective than investing broadly.
MINIMUM ACTION
In progress 0/4Practice this model in one real situation:
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Source support: Explicit
- zh.wikipedia.orghttps://zh.wikipedia.org/wiki/%E9%97%9C%E9%8D%B5%E6%99%82%E5%88%BBverified
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