The document discusses the service marketing triangle and the concept of the "moment of truth". It explains that service marketers face challenges in understanding customer needs, making services tangible, and keeping promises to customers. The moment of truth refers to instances where a customer interacts with an organization and forms an impression. There are three types of moments of truth: moments of mediocrity where expectations are merely met, moments of magic where expectations are exceeded, and moments of misery where expectations are not met. Managing moments of truth well through care, spontaneity and recovery is important for organizations.

1. Service marketing triangle and Moment of Truth
Presented to: Prof. Priyadarshan Patil

2. Service marketers face marketing challenges which revolved
around issues such as:
•Understanding customers needs and expectation of service
•Making service tangible to customers and
•Keeping and dealing with promises made to the customer

3. Company
(Management)
Internal
Marketing
External
Marketing
“enabling the
promise”
Employees
“setting the
promise”
Interactive Marketing
“delivering the promise”
Customers

4. Company
(Management)
Internal
Marketing
“enabling the
promise”
Employees
External
Marketing
Technology
Interactive Marketing
“delivering the promise”
“setting the
promise”
Customers

5. Moment of truth
An instance where customer and organization comes into contact with one another in a
manner that gives the customer an opportunity to either form or change impression about
the firm.

6. Managing Moment of truth
 Care and concern
 Spontaneity
 Recovery

7. How to Handle Moment of Truth
1.
2.
3.
4.
5.
Performance at every contact point is assessed against the consumers’
criteria.
Staff who “own the problem” and regard it as their personal
responsibility to see that consumers or customers are satisfied.
They have clearly defined and well understood crisis management
procedures so that staff know how to handle problems in such a way that
the problem is taken from the consumer and replaced with a solution.
Authority levels facilitate spontaneity and recovery.
The management style and methods of control encourage staff to use
their initiative to serve the company well.

8. Categories of Moment of Truth
 Moment of Mediocrity
 Moment of Magic
 Moment of Misery

9. Moment of Mediocrity
 A Moment of Mediocrity is what most often occurs
in business to customer interactions and this is where
the customer’s expectations were met – and those may
even be low expectations.
 Example:

10. Moment of Magic
 A moment of magic is an interaction between
company and the customer that exceeds his/her
expectation and leaves him/her with a good feeling.
 Example.

11. Shep’s 10 strategies that will create Moments of Magic:










Manage the first impression- make it positive
Be knowledgeable on your service/product
Build rapport when dealing with your customers
Enthusiasm- show your “joy” for what you do!
Communication- be clear and ask questions to qualify what
they really want and when.
Mistakes will happen so your goal is to resolve and restore
confidence
Quality in every turn- provide great service or a great
product
UPOD- under promise and over deliver
Consistency – maintain consistency in delivery of service
Show appreciation- thank you’s!!

12. Moment of Misery
 When moment of truth for a customer has been a
negative experience, it becomes moment of misery.

13. When does Moment of Misery
occurs?
When Customer expect this…..

14. Conclusion
 Moment Of Truth - Beneficial or hazardous to
organization.
 Positive or negative viral marketing.

15. Thank You