Fascinating. Amazing. Satisfying. Puzzling. Reassuring. Exasperating. Delighting. Annoying. These are some of the experiences that signify the customer experience journey with brands. The customer experience is formed on all touch points of their interaction with the brand.

The customer sees the Ad on the Instagram, books the order. Booking is easy- it is a satisfying moment of truth. Receives an email saying the order will be delivered in 3-5 days. It is not delivered- an annoying moment of truth. Complains on the WhatsApp number.

Immediate response- Reassuring moment of truth. Lodges his complaint only to receive a repeat of the previous message. Exasperating moment of truth. This journey with many touch points will decide the fate of customer loyalty. The positive moments of truth, if in most touch-points of the customer experience journey, will create repeat buyers and bring new buyers via word of mouth.

This is also the truth of leadership brands. The moments of truth are all the touch-points that employees and stakeholders have in interactions with the leader. These touch points can happen in direct meetings or indirect observations or stories that keep circulating through others who have experienced their journeys with these leaders. This may be through some big mismanagement of a project or a small missed handshake with a lower-level employee. Each will be a moment of revelation.

Each will be a contributor to add or subtract followers. Each will be a truth that words or statements may not reveal. It is the collective experience of people who follow, work, interact with leaders that creates the image, brand and legacy of leaders. As brands are always under........

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