Moments of Truth

have been described as “where the rubber meets the road,” or “proof of the pudding,” or
“actions speak louder than words.”

Moments of truth relate to anything, regardless of how seemingly minor they may be, that
form an impression for the guests. Some persons may notice how clean—or dirty—the
restrooms are. Others might notice the “little extras” in guest service or miss them because
they were not provided.

Many guests, who received only what they expected, obtain the minimum required value and,
therefore, have no reason to complain. Other guests who receive a “Wow” positive moment
of truth experience are delighted with the extra value. Unfortunately, still other guests who
are recipients of more-than-expected negative moments of truth are turned off and away from
the hospitality operation. The best hoteliers know that, in fact, the “little things” do count.

QUESTION:

What is meant by “moment of truth?” How can “moments of truth” help guests confirm they
are receiving exemplary levels of service? Please share with us a few examples from your
own experience of your own " moment of truth" in a hospitality related environment; hotel,
restaurant, airline, tour company, both positive and negative.

REPLY:

Class keep in mind that it can be positive or negative. If its positive, you may in many
examples be able to build on the positive and help make it a Wow! (as mentioned above in
some of the examples). If negative, you may be able to help recover the situation and make
turn it into a positive by either correcting the action or offering some type of service
recovery; addition points, free breakfast, upgrade, cocktail coupons; something the
guest/customer will appreciate and help alleviate the negative.

I just happen to stay at Marriott properties over 100 nights per year. I usually have been
ending up at the 100 - 125 - 130 nights per year just at MR; for the last 6 or so years, due to
my recent CVB position, I travel a lot, mostly domestic USA and Canada and some
International. Last year I did a three week sales mission to Dubai, Abu Dhabi, UAE and
Mumbai, Delhi and Agra, India and stayed at some MR properties; the CY by MR in Agra
(beautiful property) and the Ritz-Carlton in Abu Dhabi - great property. The others were Taj
properties or Oberoi properties -- really great hotels in UAE and India.

When ever a service recovery is requested by me for some lack of service, I always like to
have extra/bonus FF points. It always seems to be the easiest and cheapest way for the
property. This of course when something goes wrong.