![]() ![]() But the moment of truth comes once you taste the pizza itself. The menu has lots of choices, the pictures are mouth-watering, the callback service is flawless, and the delivery is lightning-speed. Now, let’s imagine you order a pizza delivery from an Italian place. And you leave thinking you’d have another hot dog any day but would never go to that brasserie again. But the point is product quality often overshadows all other aspects like atmosphere, delivery speed, or bad reviews on TripAdvisor. Have you ever had the most delicious hot dog at a godforsaken gas station? Or, on the contrary, was disappointed by an over-salted dish at a fancy brasserie? Of course, the expectations from the second venue are higher. Quality, service, value for money, consistency, and personalization can all be pieces of that puzzle. In simple words, these are the touchpoints where your clients either fall in love with your product or turn away and leave. Moments of truth represent the points in the journey where a key event occurs and the customer forms an opinion about the brand. 5 How to highlight moments of truth in UXPressia.
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