Contacts with customers whether in person, over phone, or written which give rise to a go, go with concern or no go reaction by customers. Many moments of truth in the marketing and selling of products.
Many moments of truth are short lived.
All moments of truth are not equally important. Rank vender moments by degree of importance to go, go with reservation or no go. Other examples of moments of truth. Ignored by check out at Staples. Second time and pervasive.