If $$Most services are characterized by an encounter between a service

provider and a customer$($Bordoloi$,$ p$.88),$ then $$This interaction, which defines the

quality of the service in the mind of the customer, is called a $$moment of truth$$

$($Bordoloi$,$ p$.88).$ It is this $$moment in time$$ when your customer $$is evaluating the

service and forming an opinion of its quality$($Bordoloi$,$ p$.88).$ Each of these

$$moments of truth$$ is an opportunity $$to influence the customer$$s perceptions of the

service quality$($Bordoloi$,$ p$.88).$ What does this look like in your current or future

business model? Describe some of your current or expected moments of truth. Once

you have answered that, how will you continually change the $$mind of the customer$$

to make sure these moments of truth positively impact your organization?