What are the key moments of truth in the customer journey as explained by Bill Carmody?

Bill talks about “moments of truth” as the specific points where your customer directly experiences the promises you made in your marketing and sales. These are the times when trust is either earned or broken.

Key moments of truth in the customer journey typically include:

1. First contact or discovery (ad, referral, content)
2. First real conversation or consultation
3. Purchase/checkout experience
4. Onboarding or first delivery of value
5. First problem or support request
6. Renewal, upsell, or referral moment

At each of these, the question is: Did you meet, exceed, or fall short of the expectation you set?

Which part of your customer journey are you most focused on improving right now?