The writing refers to the moments of truth that the individual has within organizations in the fulfillment of their expectations and needs regarding what they want to obtain. To do this, emotions, thought and language play an important role, which are the aspects with which the individual plays within decision-making. The moment of truth is the preparation or the prelude to decision making.
When is the moment of truth? This question often goes unnoticed in everyday life. Perhaps the moments when you have to say yes or no are ignored. There is not always awareness of what is said, thought and done, it is simply done. Although those moments are crucial both in social, work and emotional life.
A moment is a very short period of time, it is an instant or it is the opportune time to do or for something to happen. Life is full of moments, good or bad, positive or negative, pleasant or unpleasant; In each of them, you have to act or choose solutions based on the truth or the criteria that you have at the time, the result of which will affect, whether in the family, in the work area, in the sentimental, in the business or within of an organization, depending on the space where it is presented.
A truth is the conformity of what is said with what is felt or thought.
Human beings are often insecure when faced with some life situation. Insecurity occurs because sometimes there is no balance with language, feeling, and thought. It is there where the falsehood occurs, although this serves to explore itself, and to agree on these three aspects, said above. An example in the work area is when the boss is giving a scolding, at the same time a call for attention, because it happens that the employee at that moment will express that he agrees, but will be thinking that he will not do it and at the same time directed by his emotions, he's hating it. That is why the concept of truth has a great weight, because if it really is a truth it will have to be conjectured with the mind, emotions and oral expression,that in a certain way these three contribute to having a good decision for sure.
The Spanish expression "Moment of Truth" has its origin in the bullfight in which it marks the final moment that the matador and the bull have to face. It is a crucial episode that must be resolved in some way.
The Moments of Truth, was popularized by Karl Alprecht, who notes the following:
"A Moment of Truth is an episode in which the customer comes into contact with any aspect of the organization and creates an impression of the quality of their service."
However, this term was later taken up by the Swede Jan Carlzon who developed a quality management program for service companies where he points out that all employees need to feel and know that they are necessary, so motivation is key to achieve quality within an organization.
"A moment of truth is one that meets the needs, expectations, and is consistent with what you expected." In life many moments are lived, but the moments of truth are unique and the meaning that each one of them has, each person attributes it to them since it is a unique experience. The results that are obtained, either for or against the possibilities that are had, will depend on this whether the moments of truth turn into wonderful moments or moments of misery, so it turns out to be noted that it refers to the resolution or not of our wants or needs.
The phrase "Moments of Truth" has as its basic essence honesty and the fulfillment of what is desired. If these two elements are clear, it will be possible to meet the requirements that the client needs, resulting in her satisfaction saying "it was more than I expected."
In order to discover the moments of truth in our organization, the following must be taken into account:
- Look through the eyes of customers or users. (Empathy). Avoid rationalizing or looking for excuses. (Responsibility). Identify all possible meeting points. (View). Do this work among all members of the organization. (Communication).
Not all moments of truth involve direct interaction between employees and users of an organization. Perhaps there are other moments of truth within the same organization; For example, when the citizen observes a company advertisement, that is a moment of truth, it produces some kind of impression, a perspective, a vision. For the customer, receiving an invoice or summary by mail, listening to a voice recorded on the phone, opening a package that has arrived at home, all these are elements that lead to an impression about the service provided. The sum total of all possible moments of truth experienced by users / beneficiaries, whether or not people intervene, of the organization constitute the image of your service.
Recently, psychologists and neurophysiologists have discovered that emotions play a major role in the decision-making of individuals within an organization, noting that:
- They increase the level of attention; They point to options and preferences; They improve memory and increase the chances of encoding a fact, reinforcing it and evoking memory.
Emotions are a distorting premium through which users / beneficiaries experience the brand. The memory will perceive, evaluate and save an event in a very different way depending on the emotional charge that the user / beneficiary relates to it. Individuals evaluate events in different ways, depending on how they experience it, whether it is gain or loss.
At each event or moment, the brain uses different circuits to evaluate rewards (gains) and penalties (losses). A punishment has a greater Psychological impact than a reward of the same value.
Today, the knowledge of the client is being expanded, adding the dimension of time and studying the moments of truth in relation to companies. There are several aspects that define the moments of truth:
- Emotional contribution: These are intense moments to which the client brings a strong emotional charge Impact on models: They encourage the reinforcement of preferences or a change in them Persistence: They tend to leave a lasting impression on the memory, and can even promote the mental editing processes that contribute to the formation of memories.Frequency: These are infrequent moments that often (but not only) occur at the initiative of the client, therefore very difficult to plan.Audience: They concern a reduced audience in a certain time t.
conclusion
Finally, moments of truth are rare, but they have a great impact on the perception of the customer or user. Analysis and efforts to improve should focus on those moments since, by themselves, they are not positive or negative. Everything will depend on the way the meeting is handled, which turns the moment of truth into a positive or negative experience for the client, so that he will always have in mind the fulfillment of his needs, expectations according to what he expects based on to your emotions, your thinking and the way the message is conveyed to you. So a moment of truth is the prelude to decision-making.
