What do we mean by “Moments of Truth”

Ampersand Insights

By Dimitra Fourtzis, Practice Director, APAC : Marketing & Digital


Customer experience is becoming more and more the talk of the market – across all industries.  Consumers have greater choice about where and how they choose to shop. They are more digital-savvy, using websites, mobile apps and social media sites to transact but also to do their relevant due diligence, compare offerings and provide feedback.

Their “moments of truth” is increasing rapidly given the vast number of channels they interact with including stores, call centres, after sales support and many other channels. Therefore, creating a consistent and compelling customer experience (CX) across every channel is becoming far more complex and indeed far more imperative when focusing on the holistic CX.  The link between business performance and delivering differentiated and consistent customer experience is becoming far more paramount.

How to manage, improve and capitalise on CX is becoming more and more crucial as it drives customer advocacy.  Data, analysis and meaningful and useable insights are the key.  Leveraging customer insights is becoming far more the priority for today’s business leaders.  How best to do this and activate on the insights is proving the challenge.  More and more organisations are focusing on this as a priority in today’s world of consistent and holistic customer experience and advocacy.


Dimitra Fourtzis

T.  +61 3 9008 5115  |  M.  +61 410 089 073  |  E.

Job Search - Fresh Opportunities

Communications Lead – Social Impact

(Feature Opportunity)

Iconic Australian organisation is seeking a seasoned Communications Lead – Social Impact to join their dynamic team. Iconic organisation continuing to grow and innovate Social Impact communications 3 month contract – potential to extend, attractive… Read More

Senior Director Stakeholder & Consumer Engagement

(Feature Opportunity)

Career defining role as Senior Director, Stakeholder & Consumer Engagement for the Victorian State Government, Department of Health. The Changing Face of Health Career & Community Defining Impact Leadership | Inspiration | Progress Ampersand International… Read More

Ampersand Latest

Challenger Brands and Disruption

(Ampersand Latest)

Successful marketeers in 2019 will be those with an appetite for disruption and an ability to create and change, disrupt. CMO through Vanessa Mitchell looks at the approach used by Athena which plans to disrupt… Read More

In the News

Ampersand International Leadership Breakfast

(In the News)

Ampersand International is hosting a leadership breakfast at Vue de Monde on Wednesday 21st November. The exclusive breakfast will be led by Jason T. Smith, Founder and Group Director of the Back in Motion Health… Read More

Your Ampersand

Through understanding & authenticity we connect people with people, people with brands, people with possibility. Our clients & candidates feel optimistic, proud & valued.

We seize the opportunity to be your brand advocates because we know leadership when we see it.

Contract Resources Register with us Client Enquiries

Our event program

Ampersand’s quarterly event series exists to provide our client and candidate network with insightful, inspiring and challenging topics relevant to leadership, business of tomorrow, innovation and entrepreneurship.

If you’re interested in attending or speaking at an Ampersand event, please get in touch with us.



Learn More