
356 Services Marketing
interaction process. e employee concerned is responsible for managing
the assigned moments. Management of moments of truth e ectively is pos-
sible only when employees are adequately empowered. It also requires a high
level of motivation as well as morale of the employees. is concept makes
every employee creative and innovative. e employee becomes conscious of
what is happening in the moments assigned to him and becomes account-
able for such moments for the company.
Managing Moments of Truth
e moments of truth need to be managed e ectively by integrating company
policies, procedures, service environment, em