YOUR MOMENTS OF TRUTH.
“High customer interaction means that in the service industry there is a moment of truth when the relationship
between the provider and the customer is critical. At that moment, the customer’s satisfaction with the service is
defined. The moment of truth is the moment that exemplifies, enhances, or detracts from the customer’s expectations.
That moment may be as simple as a smile from a Starbucks barista or having the checkout clerk clearly focus on you
rather than talking over his shoulder to the clerk at the next counter.” (Heizner & Render, 2014, p. 175)
Share with the class 2 “moments of truth” that you have experienced personally in the service business. What was the
outcome? How should operations be designed to meet or exceed customers’ expectations during those moments?
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