Welcome to the "Performance Excellence: Analyzing Your Customer Service" series of video lessons meant to teach you how to make every contact with a customer a positive one. This video lesson, "Customer Service Moments of Truth," is the fifth of nine. From this lesson, viewers will learn that every interaction with a customer is a moment of truth that ultimately determines the success or failure of a company. The lesson also offers examples to illustrate the pervasiveness and importance of moments of truth. Finally, the lesson highlights the fact that organizations get to choose the types and quality of their moments of truth -- it is all within their control.