Product & Service Design - The Moment of Truth

Background:

The moment of truth is the moment that exemplifies, enhances, or detracts from the customer's expectations. That moment may be as single as a smile or having the checkout clerk focus on you rather than talking over her shoulder to the clerk at the next counter. The operations manager's task is to identify moments of truth and design operations that meet or exceed the customer's expectations. Sometimes distance and machinery between the customer and the service provider raises communication barriers. This especially happens at drive-up windows. Many fast food establishments and banking institutions have special processes in place to ensure proper moments of truth so customer satisfaction remains high.

Questions for Thought:

1. Does the moment of truth differ for a product versus a service?

2. When does the moment of truth usually occur when you buy a tangible product? How about a service?

3. Joe Pesci, who plays Leo Getz in the Lethal Weapon movies, complains that "they F@#% you at the drive-thru". Can you spot the moment of truth for Leo? Have you ever had this happen to you at the drive-thru? What can managers do to avoid this type of process breakdown? Can you name any examples of how service firms remedy this?