A “moment-of-truth” is any time your customers expect you to keep a promise. You can identify moments-of-truth throughout your customer lifecycle, and often they do not require expensive human intervention.
Still, a moments-of-truth approach, plus good analytics rather than assumptions, enables a vendor to deploy resources where they’ll be most beneficial to both the customer and the vendor. No, this is not an article about fracking — drilling for gas and oil in shale. This is about “drilling down” into big data. We’ve been using the term for a long time and it provides a useful metaphor for data analysis. However, we’ve conditioned ourselves to think of drilling down only to a superficial degree, and that needs a rethink.
Author: Denis Pombriant