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It also measures how accurately staff understands the customers' expectations.
Identifying 'moments of truth' creates the platform on which you can build a customer focus programmed within your organization and put in performance measures against specific 'moments of truth'. Then you need to set new performance targets.
Another benefit is that you can benchmark your performance against your competitors which can be a very powerful way of identifying sources of improvement. It also identifies companies outside the industry that your customers think perform well. It is invaluable to analyse these companies' strengths in areas like their management structure, cost base, IT investment, market specialisms, and ways of doing things to get some really useful market knowledge on which to base future decisions...
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