case study on million moments ot truth

1. A Million Moments of truth
Presented by:
Praneet Raj
Roll: 16

2. Salient features of the case
• The case is all true for all the service industry.
• It tells about the type of establishment of
contact between the customer and the service
provider.
• The case tells about the methods to solve the
customer’s queries effectively.
• The use of internet over the phone.

3. Main points
• Each E-mail contact with a customer is a moment
of truth for an organization.
• The possibility of personalized service is greatly
enhanced if each customer has an “owner”.
• Keep a track of your customers.
• Handle a case not a message.
• Make sure that all the agents have access to all
the cases and customer histories.
• Don’t forget to take feedbacks.

4. Question 1
What are the implications of Moments of truth
for service industry?
– The service firm’s strategy must be communicated to
its customers.(ex. Banks)
– The service strategy also needs to be communicated
to the firm’s employees.
– There should be consistency in the service strategy
and the system that are developed to run the day to
day operations to achieve the strategic goal.
– The importance of organizational system and
employee efforts.

5. Question 1
 Does it have the same implication for a firm
in the business of marketing of goods?
– No , as there is no physical interaction in case of
goods marketing.
– The services consumes more time.
– Customers complains only generally for the high
priced product.
– But in case of telecom, a single disturbance in call
is complained.

6. Question 2
• MOT in Hotels
– In the internet( For the Ad)
– Queries through E-mails
– Over the counter
– In the hotel itself
– At the time of Resolving any conflict
– Take feedback

7. Question 3
• MOT for a web based service like IRCTC.
– The first time when she bought the ticket on
internet.
– Second time was when she checked in.
– The third time when she boarded the train.
– The fourth time was when she travelled in the
train.
– The fifth time was when she leave the train.
 The encounters together form the passenger final
impression of IRCTC.

8. Service recovery mechanism
• Have a customer owner for every customer.
• Profile each customers’ history.
• Handle a case not a message.
• Track each case like a bloodhound.
• Don’t reinvent the wheel and don’t ask
customer to do it.
• Integrate phone calls with E-mails, if you can.