If you've read the book by Jan Carlzon, the then president of Scandinavian Airlines System, you know what "moment of truth" means when it comes to customer service.  If you don't know what it means, you need to read Carlzon's seminal work.  Basically, a "moment of truth" in customer service occurs any time a customer comes in contact with your organization and gets an impression of your service. When the customer has a moment of truth with your organization, you will meet, exceed, or fall below the customer’s expectations. It is the customer's perception of value that determines how your organization will be measured in this moment of truth.

Let me share with you an exceptional "moment of truth" that I had at a restaurant last night.  I was at dinner with representatives from the Anaheim Convention and Visitor Bureau in California, and I was feeling very much under the weather.  We were at the k'ya restaurant in the Hotel Ménage.  I would describe the restaurant as California cuisine with bit of an Asian fusion edge.  Not overly expensive or pretentious.

The general manager from the hotel was going table to table checking on customers, ensuring that their dinner was satisfactory.  As he made his way to our table, he noticed that I wasn't taking part in the appetizers and asked if I didn't like the food.   I responded that I wasn't feeling well, and just didn't have an appetite.  He introduced himself (Richard Ham), and asked if I would like some chicken soup to make me feel better.  Mind you, this restaurant is a pretty hip place and chicken soup isn't anywhere close to being on their menu.  I obliged him, and in no less than 10 minutes, I had a huge bowl of the best chicken soup I've ever tasted in my life (sorry, mom).  There was ziti pasta in the soup, al dente, with perfectly sized morsels of chicken, carrots, and celery.  I don't know how the chef pulled that together in a few minutes--he must be a magician.  Richard checked on our table a few more times that evening...  Frankly, I was amazed at the customer service exhibited by Richard, the chef, and the rest of the staff at k'ya.  My "moment of truth" exceeded all expectations.

As purchasing professionals, we need to follow the high-flying example set by Richard and his restaurant for customer service.  He was observant.  He inquired.  He didn't just offer words of sympathy for my not feeling well.  He acted.

No pun intended, but that's a recipe to follow: Observe, Inquire, Act.  Keep in close contact with your customers.  Unless you observe a need, you can't fulfill it...  Really listen to your customers and probe for what they really need.  What they ask you for may not be what they really need.  Better yet, try to anticipate a customer's needs.  Finally, be a person of commitment and meet or exceed delivering to your customer.  And sweat the little things, because it makes a huge difference.  For example, instead of keeping vendor graft like golf shirts, pens, coffee mugs, etc., pass them along to your customer.  My customers absolutely love that.

When a customer has an exceptional moment of truth, like I did with Richard Ham at k'ya, they'll become your raving customer and tell the next person about the wonderful experience.  You can't buy better publicity.