MoT

Recently, I was involved in quite a bit of disucssions about 'How to see organization from Customer's eyes?'. People started mentioning about the 'Moment of Truth' & 'Coffee Stains' which in fact gets the customers to start making perceptions.
Every single interaction which a customer undergoes, is a Moment of Truth. So, it should be made more of a MAGIC. There are couple of other moments - MISERY, MEDIOCRE.
The first thing that comes to my mind is 'Shell Gas Stations' in India - A lady with both hands together to say Pranaam & then informing all the services available which can be done with no pain to the customer.... All those are MoTs