A"moment of truth" is not: an opportunity to influence a customer's perception of the service quality. critical in achieving a reputation for superior quality. when the customer is forming an opinion about the efficiency of the service. an interaction between a customer and a service provider.

A moment of truth is not when the customer is founding an view about the competence of the provision. A moment of truth is usually well-defined as an example in which the customer and the organization derive into contact with one additional in a manner that provides the customer an chance to one or the other form or alteration an impression about the firm. Such an collaboration could happen over and done with the product of the firm its service contribution or both. The various occurrences could establish a moment of truth such as welcoming the customer, management customer queries or complaints, endorsing special deals or giving discounts and the closing of the dealings.