​Most day-to-day interactions have only a small impact on brand perceptions but there are occasional, critical moments that can make or break the relationship depending on what customers experience. If customer relationships typically oscillate within a zone of indifference, critical moments may push people into either a close relationship that’s easy to maintain or a strained relationship that is hard to recover from. This is why it's important to find out which customer interactions have the potential to make or break the relationship.

This short animation explains the concept in more detail.

What to learn more? Try asking Virtual Dan White.