Call us: 0800 3167566


Contact Centre Moment of Truth

What is a moment of truth?

A moment of truth in a contact centre refers to a critical interaction or touchpoint between a customer and a contact centre agent. These moments are pivotal because they significantly influence the customer’s perception of the organisation, its products or services, and their overall experience. 

Moment’s of truth in a contact centre


Customer-Centric Focus

The focus is on delivering exceptional customer service and meeting the customer’s needs and expectations. These moments represent opportunities to create a positive impression and build customer loyalty.

Critical Touchpoints

Moments of truth can occur at various stages of the customer journey, such as when customers call for support, seek information, request assistance, make a purchase, or provide feedback.

Impact on Customer Satisfaction

The quality of the interaction during these moments can significantly affect customer satisfaction and loyalty. A positive experience can lead to repeat business and positive word-of-mouth, while a negative experience can result in customer churn as well as a negative review.

Employee Training and Empowerment

Contact centre agents are typically trained and empowered to handle these moments effectively. They should have the skills, knowledge, and tools to resolve customer issues and provide a positive experience.

Channel Consistency

Moments of truth should be consistent across different channels (e.g., phone, chat, email, social media) to ensure a unified customer experience.

KPIs and Measurement

Contact centres often track moment of truth related key performance indicators (KPIs), such as first-call resolution, average handling time, and customer satisfaction scores. 

Customer Feedback

Customer feedback and surveys are commonly used to gather insights into the quality of moments of truth. This feedback helps organisations identify areas for improvement.

Emotional Intelligence

Creating an emotional connection with the customer can turn a moment of truth into a memorable and positive experience. Training and empowering contact centre agents to deliver this is highly beneficial.

Speak to a consultant

We are accredited partners with

Related Pages

How Opus' contact centre consultants can assist you

Opus are the leading specialist contact centre reseller in the UK. We have a dedicated consultancy team who are technology agnostic in their consultative approach to contact centre design, deployment and ongoing support. Often, a combination of two or more contact centre partners are used to deliver specific business outcomes delivering added value to our clients but also solutions fit for your organisations specific needs.

Our specialist contact centre services include but are not limited to:

Back to our Contact Centre Glossary >

Industry Recognition


Best Enterprise UC Solution 2023
Enterprise Reseller Deal of the Year 2022


Best Enterprise Contact Centre Solution 2023
Enterprise Contact Centre Solution 2022
SME Contact Centre Solution 2022

Opus White for Web

Keen to discuss your contact centre requirement?