Memorable Moments of Truth Never Grow Old

Jan Carlson introduced the concept of Moments of Truth (MOTs) in 1986, stating that every interaction between a customer and a business, no matter how remote, presents an opportunity to shape an impression. These impressions, referred to as moments of truth, play a crucial role in establishing the perceived quality of the offering from the customer's perspective. Irrespective of an organization's belief in providing the best products, services, or experiences, it is ultimately the guest who determines the quality of their experience based on these moments of truth.

I like to categorize moments of truth into three distinct outcomes based on the overall experience:

(1) Ordinary moments of truth are those impressions that neither excel nor disappoint, they are just ordinary, neutral. These interactions fail to leave a lasting impact and are easily forgotten due to the lack of emotional connection.

(2) Miserable moments of truth encompass negative experiences that leave customers feeling disappointed, angry, sad, anxious, depressed, or abandoned. These impressions stick with you and you tend to avoid repeating such experiences, and you even warn others so they don't have to go through the same traumatic events you've been through. That's when you decide not to purchase a product again from the same seller, avoid specific establishments such as a restaurant, hotel, or store, or even refrain from flying with certain airlines. Businesses and individuals are often remembered by these miserable MOTs. However, it is worth noting that recovering from a miserable MOT is possible, although that discussion would require a separate reflection.

(3) Memorable moments of truth are the ones that we all love. These are positive impressions that surpass initial expectations and evoke joy and positive emotions in guests and customers. These MOTs also have a lasting impact motivating individuals to repeat the experience and share their remarkable experiences with others. These are the moments we want to create for our guests.

I want to share a true story (a case study if you will) about some Memorable Moments of Truth I experienced almost 15 years ago. It's incredible how they are still vivid and stir up good emotions every time I recall this story.

Hospitality is the key to creating Memorable Moments of Truth

When we think about hospitality our thoughts usually gravitate towards hotels, restaurants, airlines, and other sectors within the tourism and hospitality industry. The essence of hospitality, however, extends beyond the confines of any particular industry and is both simple and accessible to all. Hospitality is our heartfelt willingness to serve others, even strangers, and our earnest desire to make them feel good and valued.

Now, why do I assert that hospitality is the key to creating memorable MOTs? To truly impact individuals on an emotional level, one must touch their hearts, and hospitality serves as the most effective means to achieve this. Some argue that offering hospitality doesn't even cost you anything. However, I find myself questioning the validity of this statement, as the practice of hospitality demands the investment of one of the most precious and scarce resources in our present days: TIME. True hospitality demands time: time to know your guest, time to listen attentively and to look them in the eye, time to treat each guest as a unique individual, time to go the extra mile, time to genuinely care, time to be present with them.

Hameed's Hospitality

In 2009 I was working and living in Dubai, where I met a young Pakistani named Hammed. He was a simple man who did not even know his exact birth date. Like many immigrants, he left his home country in search of better opportunities. Hameed inherited a modest shop from his uncle, in Dubai's old souk, where he offered an array of products such as pashminas, clothing, jewelry, and fabrics for cushion covers and tablecloths. Introduced to Hameed by my cousin, a loyal customer of his shop, I embarked on an unforgettable journey that forever transformed my perception of customer experiences. I remember the first time I visited Dubai's old souk, it was like a vibrant tapestry of cultural diversity. Brilliant hues dance across stalls adorned with textiles, intricate carpets, and gleaming jewelry, captivating the eye. Every single establishment looked attractive to me, so on our way to Hameed's store, I was trying to understand what would make him so special that my cousin would insist to take me to his little shop.

When Hammed saw from a distance that we were approaching his shop I started to realize what it was about. He shouted my cousin's name, eagerly waving in anticipation. He also greeted me in an incredibly warm way and invited us into his shop. He hastened to offer us a refreshing cold drink on that sweltering hot day in Dubai, followed by his customary serving of traditional tea. I was not even a customer yet, and I had never purchased anything in his shop before, but Hammed's graciousness and generosity towards me, a first-time visitor, left an amazing first impression.

As I entered Hameed's shop, I noticed he had a flag from my home country (Brazil) hanging behind his counter. He said he loved the Brazilian customers because they were also loving people, who would bring him luck in his business. Of course, he gained me with his remarks. With real pleasure in what he does, Hameed showed me his products, highlighting the value of each piece like a natural salesperson. He would take time to show the details and explain each product, and he surprised me when he started using some words and expressions in Portuguese to describe the products. He also had learned almost all the numbers in Portuguese, so he would tell me the price in my language. By the way, in his shop, the loyal guests already have their special price and don't need to bargain.

I ended up buying many gifts to take to my family and friends in Brazil, and in the end, Hameed added another cushion cover that I had liked into my bag and said, "This one is my gift to you".

I was so impressed with the whole experience at Hammed's shop. His attention and care, his willingness to serve and the hospitality with which he treated us all the time marked me in such a way that I will never forget. Of course, I became a loyal customer of Hameed. Every time I had a family member or friend visiting from Brazil I would take them to Hameed's store for shopping and every time he would react the same way he did when my cousin first brought me to the old souk. He shouted my name from afar, waving so excited to see me back like a friend does when he sees an old friend arriving. He would always welcome me with open arms.

I finally understood why Hameed was so special. Yes, his shop offered good quality products and competitive prices, but there were so many other shops in the souk offering similar products and prices. It was his HOSPITALITY that would make every experience so unique, creating numerous memorable moments of truth that would captivate me every time, to the point that not only I became a loyal customer during the time I lived in Dubai, but I would also bring every visitor and friend to meet him and even now, almost 15 years later, I am telling this story. This is the power of creating these small moments of magic.

Is it all worth the cost?

In this simple story, we can see that the costs involved in creating those memorable moments can not compare to the benefits and return they bring. How much does it cost you to offer a refreshing beverage? Or to give your customer a gift as a token of your appreciation for the first time they come to your business? What about calling your guest by their name and getting to know them to the point of learning their language, what they like and what is meaningful to them? What about being present? Every time we came it was like Hameed knew we were arriving. He was always paying attention and it seemed like he was waiting for us.

What can we learn from Hameed?

1. Recognize your guest by their name.
2. Warmly welcome your guests and make them feel comfortable.
3. Learn about your guests' preferences and what is meaningful and important to them.
4. Serve your guests with pleasure and do everything with joy (Hameed is always smiling genuinely).
5. Surprise your guests. Go beyond their expectations.
6. Value your guests and they will come back.
7. A customer is someone with whom you make business transactions, and they might or might not come back. A guest, however, wants to be back not only for the sake of the business but because they love your hospitality and feel good when they are with you.