What are Moments of Truth in Process?
From the process perspective, Moments of Truth exist anywhere the customer touches the process or the process touches the customer. Any contact with the customer – any contact – is a Moment of Truth. Identifying, eliminating and improving Moments of Truth can be a daunting task for many organizations. It requires an organization to move away from the ingrained internal perspective to the external perspective – the Outside-In perspective of the customer. Identifying Moments of Truth will – without a doubt – lead to the discovery that many of our processes are fundamentally flawed. The elimination of unnecessary Moments of Truth will impose change on the organization, although the good news is that the resistance to this change will not come from the front lines. They are already living with the flaws in our processes so removing those flaws will typically be well received and often has knock-on effects of improved morale, loyalty and job satisfaction. For many managers the story is much
