ABSTRACT
This chapter examines how an open two-way dialogue, enabled by the telephone, remains a powerful relationship-building tool, continuing to prove its effectiveness alongside traditional channels such as mail and in partnership with channels like the web. A moment of truth (MOT) occurs when there is an interaction between the company and a consumer. As a result of this, the consumer has an opportunity to evaluate or re-evaluate their relationship with the company. Three key moments of truth: Business driven, Customer driven and Environmental. The time between being a suspect and a customer is an important moment of truth because it begins to set a precedent for the whole relationship. Active communication can only enhance these bonds. This has led to the practice of generating 'welcome calls' to customers. Inbound calls are used when the company has adopted a 'please contact us' policy typically generated by mail.
