The Moments of Truth: The moments of truth might occur at any of the touch points. Be diligent in identifying these, as much depends on them for customer attraction and retention. These can be moments as simple as how a new customer is greeted, or emotionally charged events such as how a customer is treated when there's a complaint. It might be having to deal with annoying roadblocks such as being asked to provide an email address and telephone number to access free resources, or forcing customers to sign up for an account in order to pay.