The importance of high quality customer service and effective complaint handling can’t be overstated If customer service quality is low, then business outcomes, company reputation and the bottom line will be negatively impacted. Providing a high level of customer service, to both external and internal clients, is a top priority of many organizations. Further, embedding that mindset into the culture of the organization is an effective way to ensure that teams will continuously strive for excellence in their service levels. Defining moments are moments of truth that can make or break any service transaction. To successfully navigate these moments of truth, it’s important for service organizations to add value to a customer’s experience by creating and implementing strong, clearly defined service standards.