What you need to do is break down each phase of the meeting right from the moment the customer walks through your door to the moment they leave. Let’s say you have a meeting with customers at your office.Įach meeting is, of course, a Moment Of Truth. Next, break each interaction down so you can identify each specific area. Step 1 Identify every single interaction you have with your customers. So how can you use this to your advantage? To improve customer satisfaction you need to ensure that every contact is a positive experience.Ī contact can be a meeting, a letter, an e-mail – or any way in which your business comes into contact with a customer. It shows how each contact with a customer can be either a positive experience (2) or a negative one (1). Carlzon’s aim was to make every interaction a positive one whatever the circumstances by ensuring the whole company was totally customer focused. Moments of truth is about decision making and how this impacts customers in either a positive or negative manner. He reinforced this by having a clear vision for Scandinavian Airlines and by ensuring middle managers backed the frontline by providing them with the resources to carry out their work. He pushed for the company’s service to be totally customer focused by empowering his workforce on the frontline to be able to make critical decisions. Making sure the routes Scandinavian Airlines did were convenient to his business customers, that the planes run on time, that luggage in arrivals were available as the business travellers entered the baggage re-claim hall and that any problem, however small, was dealt with efficiency and in a positive manner. There have been many books written on customer service, but where this book and Carlzon’s strategies really differ, is his focus on each interaction the customer has with the business.įor Scandinavian Airlines, Jan Carlzon identified that the company’s profitability depended on maximising income from business travellers by focusing on their specific needs.
It explained how he took the airline from deficit to profit by ‘moving’ the airline to a customer-focused organisation. In 1987 Jan Carlzon, the CEO of Scandinavian Airlines, wrote the book, ‘Moments Of Truth’. ‘Moments of truth’ is a simple strategy which when adopted can transform any business.
There are many ways to grow your business.
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