3a. Moments of Truth^

8/8/2019 3a. Moments of Truth^

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Moments of Truth

By Dr. Kevin Lance Jones


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What are Moments of Truth?

Moments of Truth

There are companies with very impressiveconsumer service policies that are not worththe paper on which they are written.

The sad fact of the matter is that, in somecompanies, the Moments of Truth are notmanaged properly.


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Moments of Truth DefinitionA Moment of Truth is a contract between thecompany and consumer during which theconsumer decides if the company really is

consumer oriented.Why is that important? Well, consumers rarelyread a companys customer service policystatement and, even if they did, it would make nodifference to their feelings about the company.(Except perhaps inducing some cynicism if policywas clearly being ignored.)

So-o-o, the only way a consumer can judge acompany is on the basis of contact with it.


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Moments of Truth Definition - Cont

That contact tends to be at sporadic moments in

time, rather than one long continuous interaction

and it is during each moment that the consumer

decides if the company means it!

Notice the terminology - Consumers do not hold a

balance sheet of your company.They do not say, Well, I have had five contacts

with the company. Two were bad but three have

been good, so they must be all right..


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Moments of Truth Definition - Cont

Most consumers are influenced by the most recent

contact. If it was bad, they feel negatively about your

company, if it was good, they feel positively.

Every contact we have with a consumer is an

opportunity to undo all the good that previous

contacts have built up and maybe lose the customer.Alternatively, if the consumer is still around, it is an

opportunity to make up for some bad consumer

service in the past.


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Managing Moments of Truth

To manage a Moment of Truth favorably,

you need to exhibit three qualities:Care and concern

You have to prove to consumers / customers

that you do personally value their businessand that you are prepared to put yourself out

for them, by sorting out complicated

arrangements on their behalf, for example.


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Managing Moments of Truth - Cont

Spontaneity

Consumers like the people with whom theyare dealing to have the authority and usetheir discretion to make decisions.

Words like, Im not authorized to deal with

that and my supervisor is out at the moment.Can you come back after lunch? are thekiss of death to consumer / customersatisfaction.


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Managing Moments of Truth - Cont

Recovery

Most consumers know that suppliers are people too

and understand when things go wrong.If the supplier then tries to ignore the problem,minimize it, pass the buck or blame the consumer,the Moment of Truth has been badly handled.

Consumers want the problem resolved quickly andefficiently. If they can see that someone in thecompany has made a special effort to correct it, theyare likely to become more loyal than customers who

have never experienced a problem.


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Moments of Truth -ACTION PLAN

*Your actions* Crisis management

* Authority levels

* Initiative* Recommendations to your manager


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How to Handle Moments of Truth

Companies that handle Moments of Truthwell will tend to have the following five (5)characteristics:

1. Performance at every contact point isassessed against the consumers criteria.

This includes, for example, firstimpressions of the company building / shop/ lounge etc., mailings, standard letters andso on.


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How to Handle Moments of Truth-Cont

2. Staff who own the problem and

regard it as theirpersonal

responsibility to see that consumers

or customers are satisfied.


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How to Handle Moments of Truth- Cont

3. They have clearly defined and well

understood crisis managementproceduresso that staff know how to handle problems

in such a way that the problem is taken from

the consumer and replaced with a solution.

As one insurance company puts it, if you

give them your business they will never

make a drama out of a crisis.


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How to Handle Moments of Truth- Cont

4. Authority levels facilitate spontaneity

and recovery.

5. The management style and methods of

control encourage staffto use theirinitiative to serve the company well.


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Moments of Truth - Conclusions

Consumer service survival requires instead ofretreating and distancing yourself from the customer:

you have to go in the other direction.You have to get even more sincere and authentic thanyou normally are. The customer wants someone toreally listen to him and appreciate his predicament.

The customer wants you to do battle for them notagainst them. Thats the basis for long termsuccessful consumer service: Building theRelationship.

3a. Moments of Truth^

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