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.

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