
31Service and Moments of Truth
steps is important in alerting an organization’s executives, managers, and
employees to the moments of truth in their service processes and delivery, at
the uppermost steps increased levels of resources need to be mobilized and
employed. Notall executives or organizations achieve this uppermost level.
Moments of truth also have relevance in an automated version of service
provision. While the majority of moments of truth continue to be face-to-face
encounters, encounters facilitated by technology can bypass personal engage-
ment. This feature is shown in Figure2.4.
The gure shows that by using technology for the ...