A customer experiences many Moments of Truth during the process of doing business with you. Strung together, these MOTs create a Cycle of Service along which you and your customers interact.
- Create a “clock-face” diagram that lists the various Moments of Truth experienced by your Customer.
- Begin with the Customer’s first interaction with your business (phone call, parking lot, signage, etc.)
- Continue listing the Customer’s Moments of Truth in the exact sequence that the Customer experiences doing business with you from step to step. Don’t overlook even seemingly minor Moments of Truth.
- Continue listing Moments of Truth for this specific Service Cycle until it is complete in the Customer’s eyes.
Hints and Cautions
- Some points along a Cycle of Service are more vital than others and, consequently, the quality a customer experiences at those points will impact on SOI and loyalty more heavily than others.
- Even though the same Cycle of Service operates for most of your customers, they all react individually to the cycle. What will drive one customer away may not be a big deal to another.
- This tool works best when you want to focus people’s attention on the Customer’s chain of experience and how the succession of Moments of Truth builds to a complete perception of Quality (or lack of Quality) at the end of the Cycle.
- It helps Employees realize that the Customer’s perception of service quality is cumulative — each Moment of Truth adds or subtracts something to the perception of value, depending on whether it goes well or poorly.
- The total perception of Service Quality is the sum of the perceptions of the cumulative Moments of Truth.
- Your Customer enters into the Cycle of Service with certain expectations. How the actual experience compares to those expectations will determine how the Customer feels by the time the Cycle of Service is complete.
Example — Going to the Movie Theater
Let’s recall one common service experience from our Moments of Truth Chart and map it out along the Cycle of Service. You’ve decided to go to a movie and the following 10 steps give the Cycle of Service.
1. Find a parking space at the theater.
2. Wait in line to buy a ticket.
3. Buy your ticket.
4. Enter the movie theater; give your ticket to the taker.
5. Wait in line to buy popcorn and soda.
6. Pay for your food.
7. Go to the restroom before the movie.
8. Go into the theater and find a seat.
9. Sit and watch the movie.
10. Leave the theater and go back to your car.
These ten steps represent a sample of your total customer experience at the movies — a fairly common experience for most of us. What you’re experiencing, literally, is ten separate Moments of Truth.
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