According to Manthan Systems: “A moment of truth refers to every instance when a customer makes contact or interacts with your business wherein he or she gets an opportunity to form an impression about your brand. Seeing an ad about your product, reading a friend’s tweet about it, visiting your Web site, checking your catalog, or interacting with one of your store staff each represents a moment of truth.” For example, “Amazon.com has come to be associated with the great online shopping experience it offers with a high level of personalization, quick turnarounds on processing, and flawless deliveries of anything from DVDs and toys to electronics and books, delighting customers who transact with it. Visitors to Amazon.com are addressed by name as they log in and get to see intelligent book and music suggestions that fit their tastes and interests, based on past purchases and browsing patterns.”

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