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Top Takeaways:

  1. Moment of Misery is when the customer encounters a problem or has a complaint.
  2. Moment of Mediocrity is an average experience.
  3. Moment of Magic is a positive Moment of Truth that we need to consistently create.
  1. When you make the customer feel like you just don’t care, they’re going to find somebody that does.
  2. This creates a negative emotional response within the customer.
  3. You didn’t make it easy for the customers to find you.
  1. Ask, “Why would someone do business with me instead of a competitor?”
  2. Ask your team, “Why would someone do business with the competition instead of me?”
  3. Keep pace. Take a look at what your competition is doing that is different but don’t just copy them. Make sure you do something better.
  4. Ask the team, “What companies do we love doing business with and why?”.
  5. Take a look at what the best companies are doing that you can implement in your business – and do so.
  6. Go back to question #1 and ask, “Now that we have done all this, why would customers want to do business with us?”


“Behavior is an important measurement in business. Monitor if your customers are coming back. If they are not, you should have a system that allows you to recognize when your best customers drop off.” “Customer amazement is within the grasp of everybody in an organization. When you provide consistent and predictable above-average experiences, that is when you are operating in the zone of amazement.” “You can’t fully automate a relationship. Make it easy for your customers to get to a human being for support.”


Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio. This episode of Amazing Business Radio with Shep Hyken answers the following questions … and more:
  1. What is a Moment of Truth?
  2. What are the three moments of truth in customer service?
  3. How do you create a Moment of Magic?
  4. How do you attract repeat customers?
  5. Why would customers terminate you?

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