THE CUSTOMER

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 ACTIVITY
• Individually recall your memorable
experiences in transacting business
to other offices
• In your group, discuss and agree on
the best experience you had
• Portray through a role-play the
chosen experience

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 Who is the Customer?
• Anyone internal or external to the
organization for whom your
work, products (results, outputs)
or services (expertise,
knowledge) are produced or
intended.
• Anyone whose success or
satisfaction depends on your
action.

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 Four Types of Customers
Indirect : Individuals or organizations who
avail themselves of your
products (results, outputs) or
services (expertise, knowledge)
for their personal or
organization’s use.
Direct : Individuals or organizations that
benefit from your products or
services through another party
or from a direct customer.
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 Four Types of Customers
Internal : Another person, your boss, a
group of peers, another division
or another department within
the organization that depends
on products or services you
provide.
External : An individual, a group of
individuals or another
organization outside of your
organization that depends on
products or services you
provide. 7
Individual Customer Map

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Moments of Truth
(MOTs)

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 Moment of Truth (MOT)
is any event in which a
customer comes into contact
with any aspect of the
organization, however remote,
and has an opportunity to form
an impression.

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 MOTs are influential
customer contact points
that must be carefully
managed by the service
provider. This is a
responsibility of every
employee – to manage
those MOTs within their
areas of responsibility.

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 Moment of Truth (MOT)
MOTs affect how the customers
determine their experience with
or their service delivery
perceptions of the organization.
It is as if the customer is
compiling a report card – each
contact with the organization is
an opportunity for the
organization to get a high grade
or a failing mark.
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RCS is used to
check compliance
of all government
agencies with the
law. The RCS will
be initiated by the
Authority, in
coordination with
the CSC, and the
Philippine
Statistics Authority
(PSA).
 Moment of Truth (MOT)

A service organization needs

to monitor its MOTs to
discover how ell the customer
is being served. This will
enable the organization to
make changes that will ensure
excellent service.

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 Cycle of Service
The cycle of service is a way of
looking at a customer’s total
service experience, step-by-
step. The cycle begins with the
customer’s very first point of
contact with the organization. It
ends when the customer
considers the service is
complete.
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 Cycle of Service
(Eating in a Restaurant)

Ask for Place Go to

Menu Order CR Wait for
Food

Look for Excellent service is profitable.

Table
If your customer is satisfied with the Setting of
Table
service,
s/he goes back for a repeat
Enter the transaction; Food is
Restaurant
If s/he is not satisfied, s/he does not go Served
back;
The cycle is broken, you lose a
Get Out customer, Eat Food
Of and you lose a business
Restaurant

Leave Wait for Ask for

Table Pay Bill Bill
Change

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 List the different cycles of service your
office/department provides
 Identify one you wish to analyze from
initial contact with customer until
service is completed
 Focus on customer contact points and
moments of truth
 Choose the critical or key moments of
truth
 Write your group output on an easel
sheet and be ready to present this
during the plenary session

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 Some Moments of Truth are more
important than others. We call them
Key Moments of Truths (MOTs).

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 Some Moments of Truth are more
important than others. We call them
Key Moments of Truths (MOTs)

Key MOTs are more than just

customer contacts with the
organization. They are the critical
customer contact points which can
MAKE or BREAK the organization.

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 BECAUSE THE CUSTOMER
Because the Customer has a need,
We have a job to do.
Because the Customer has Sensibility,
We must be Considerate.
Because the Customer has an Urgency,
We must be Quick.
Because the Customer is Unique,
We must be Flexible.
Because the Customer has High
Expectations,
We must Excel.
Because the Customer has Influence,
We have the hope of more customer,
Because of the Customer
We Exist….
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