The document discusses the service encounter, which is defined as the period of time when a consumer directly interacts with a service. These moments of truth can occur during multiple stages of service and represent opportunities for organizations to build trust, reinforce quality, build their brand identity, and increase customer loyalty. The document also examines critical incidents, which are specific satisfying or dissatisfying interactions that are especially important to customers and go to the heart of the service benefit. Examples of critical incidents in airlines are provided.