When do "moments of truth" typically occur in a golf setting?

"Moments of truth" in a golf setting refer to critical instances when employees interact with customers, shaping their overall experience and perception of the service provided. This concept underscores the significance of every interaction an employee has with a customer, whether it's greeting them at check-in, providing service during play, or assisting with a purchase in the pro shop. Each of these moments contributes to the customer's impression of the facility, impacting their satisfaction and their likelihood of return.

While making reservations is important and can influence a customer's initial experience, it is not as defining as the direct interactions that occur throughout their time at the course. Busy hours may lead to different types of interactions due to increased customer volume, but the quality of service during these moments remains paramount. Similarly, the maintenance of the course is critical to customer satisfaction but is more about the external environment rather than interpersonal interactions. Thus, the essence of "moments of truth" lies in the ongoing relationship built through each employee-customer exchange.