A "Moment of Truth" is the term that I use to describe those situations where there's not overt customer complaint to be responded to, but where, for whatever reason, you're in a make-it-or-break-it situation with a customer. It's one of those spots where you're about to lose a customer but-given the right set of perceptive eyes to spot the problem-some effective turnaround work can save the situation. If handle well, that "save" could actually make a customer for life out of someone who was pretty much half-way-if not all the way-out the door.
Moments of truth are particularly important for leaders to watch for, because the signals usually run below the surface and are easily ignored by those who aren't trained to look for them. Being as aware of these as I am, I will happily admit to having chase confused first time customers into the street to get them to buy from my business when at first it didn't seem as if we had what they wanted. Others have done this even better than I have.
Is it worth the effort? well, the average customer comes to your restaurant at least twice a week. If they spend, conservatively, $10.00 a visit, and where the average customer stays in the area for about three to five years. If they spend $30 a week during this time then each individual will have brought between $4,680 and $7,800 at your business. (this does not include other visits with family and friends or take outs and/or catering) is that sort of cash worth a couple of emails or a quick walk out the front door to see if you can be of service? I'd certainly say so!
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