6.2. Moments of Truth
The process of delivering any product or service to a customer typically consists of multiple steps. Although every step is important, there are a few critical moments of truth that carry significantly more weight in the customer's mind.
Great service providers identify these critical touch points and are obsessive about creating systems and processes to ensure that they are delivered flawlessly every single time. For example, I made a list of every touch point I could think of in the process of a customer going out to dine at a restaurant. I won't give the complete list (I identified 157 touch points), but here are just a few to give you a flavor for what I'm talking about:
Signage is clear, access to parking lot is convenient, ...
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