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In 2005, A.G. Lafley, the Chairman, President & CEO of Procter & Gamble introduced a concept known as Moments of Truth:
A ‘moment of truth”'(MOT) is the moment when a customer/user interacts with a brand, product or service to form or change an impression about that particular brand, product or service. Moments of truth represent important touch points along a customer’s buying journey that affect his or her buying decision.
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