Moments of Truth in Counseling: How Quality Service Shapes the Client Experience
I learned about Moments of Truth while working in the hotel industry in Buffalo, New York. Hotel work taught me the power of first impressions—and how important it is to handle problems with care and attention.
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When I opened my first counseling center in 2009, I brought those principles with me. We made it a point to smile when greeting clients, we kept the spaces clean and welcoming, and we designed the rooms with quality furniture.—Recently I’ve started offering higher end coffee and water at check-in. Because yes—even in therapy, hospitality matters.
The term “Moments of Truth” was coined by Jan Carlzon, an airline executive with SAS Airlines who noticed that a customer’s experience was shaped in key moments—often short and simple—that left a lasting impression.
I noticed early on in counseling that those same type of moments show up in private practice, too. They are the interactions that shape how a client feels about your practice—from the first phone call to the final goodbye.
First Impressions Matter More Than You Think
That very first call, email, or visit sets the tone for everything that follows. A warm, prompt response shows clients that you value their time and are ready to help. Whether it’s a receptionist answering the phone with kindness or you replying to an email with care, that small moment can build trust before the first session even begins.
Consistency Builds Confidence
Once counseling begins, clients notice the details. Starting and ending on time, coming prepared with notes, remembering what they’ve shared—all of this reinforces that you’re present and invested. Even something as simple as sending follow-up homework shows that you care about their progress outside the session too.
Documentation Is Part of the Work
Sometimes clients need a letter for court or a doctor. How you handle that task speaks volumes. Taking the time to write something clear and on professional letterhead tells your client you’re in their corner. That level of communication shows you’re committed to helping your client in every way you can.
Ending Well Leaves a Lasting Impression
Therapy doesn’t last forever—but how it ends matters. Whether it’s a planned goodbye or a transition due to outside circumstances, thoughtful closure leaves clients feeling cared for after they’ve left your practice.—Being gracious if you think they are leaving counseling too soon is also important.—And, offering a referral or simply checking in after services end says, “You still matter.”
Making Moments Count
Every interaction with your client is a chance to build trust and connection. Being mindful of these small but meaningful Moments of Truth strengthens your practice and your reputation.
If you want to explore more ways to strengthen your client relationships? Reach out—we’d love to connect and share ideas. —> (386) 212-3634
