As said in comments and answers, using $\lambda\tau=x$, you want to maximize
$$f(x)=\frac{(1-e^{-x})}{x}-e^{-x}$$ As already said, the derivative is
$$f'(x)=\frac{e^{-x} \left(x^2+x+1-e^x\right)}{x^2}$$ and you then need to find the zero of function
$$g(x)=x^2+x+1-e^x$$
May be, this could be done using the generalization of the Lambert function with complex coeddicients but I am afraid that this could be a nightmare.
However, we can easily obtain rather good approximations.
The derivative
$$g'(x)=2x+1-e^x$$ cancels for
$$x_*=-\frac{1}{2}-W_{-1}\left(-\frac{1}{2 \sqrt{e}}\right)$$ where appears the second branch of Lambert function. At this point (where the first derivative is zero, we can build a Taylor series and get
$$g(x)=g(x_*)+\frac 12 g''(x_*)(x-x_*)^2+O\left((x-x_*)^3\right)$$ Neglecting the higher order terms, the solutions are then
$$x_\pm=x_*\pm \sqrt{-\frac{2g(x_*)}{g''(x_*)}}$$ In the considered problem, we need to consider the largest solution which is $x_-$.
For more simplicity in notations, let $t=W_{-1}\left(-\frac{1}{2 \sqrt{e}}\right) \approx-1.75643$ and then
$$x_-=-\frac{2 t^2+3 t+1+\sqrt{-4 t^3-12 t^2-11 t-3}}{2 (t+1)}\approx 1.90907$$ making $f(x_-)\approx 0.297958$ which is not too bad when compared to the exact solution @IV_ gave in his/her answer.
Could we do better ? Graphing $f(x)$ we can notice that the maximum is "around" $x=2$. So, using the simplest Padé approximant,w ehave
$$g(x)\simeq \frac{7-e^2+\frac{\left(-36+11 e^2-e^4\right) }{2
\left(e^2-5\right)}(x-2)}{1+\frac{\left(2-e^2\right) }{2
\left(e^2-5\right)}(x-2)}$$ which cancel at
$$x=\frac{2+2 e^2}{36-11 e^2+e^4} \approx 1.80051 \implies f(x) \approx 0.298424$$ which is better.
We could continue that way builing around $x=2$ the $[1,n]$ Padé approximants which will write
$$g(x)=\frac{7-e^2+a_1^{(n)}(x-2)}{1+\sum_{k=1}^n b_k (x-2)^n}\implies x_{(n)}=2+\frac{e^2-7}{ a_1^{(n)}}$$
and get the following results
$$\left(
\begin{array}{cccc}
n & x_{(n)} & x_{(n)} \approx & f(x_{(n)}) \\
0 & \frac{-3+e^2}{-5+e^2} & 1.8371507 & 0.29835622 \\
1 & \frac{2+2 e^2}{36-11 e^2+e^4} & 1.8005100 & 0.29842369 \\
2 & \frac{192-98 e^2+28 e^4-2 e^6}{-660+290 e^2-40 e^4+2 e^6} & 1.7943170 &
0.29842557 \\
3 & \frac{-12528+8412 e^2-1860 e^4+228 e^6-12 e^8}{21456-11934 e^2+2490 e^4-210
e^6+6 e^8} & 1.7934191 & 0.29842561
\end{array}
\right)$$
$$\frac{e^{-\lambda \tau } \left(\lambda ^2 \tau ^2+\lambda \tau -e^{\lambda \tau }+1\right)}{\lambda ^2 \tau }$$
– Red Banana Aug 09 '15 at 19:40