–and when you are greeted at your destination.Īll of these are main Moments of Truth, and notice that they are all controlled by people. –when you are taken care of by the flight attendants onboard the aircraft, –when you go inside and pick up your ticket at the ticket counter, –when you arrive at the airport and check your bags curbside, –when you call to make a reservation to take a flight, Some examples of moments of truth in Jan Carlzon’s airline business are: “Anytime a customer comes into contact with any aspect of a business, however remote, is an opportunity to form an impression.”įrom this simple concept, Jan Carlzon took an airline that was failing and turned it around to be one of the most respected airlines in the industry. In his book, Carlzon defines the moment of truth in business like this: In 1986 Jan Carlzon, the former president of Scandinavian Airlines wrote a book, Moments of Truth.
It’s all about creating Moments of Magic ™! What is a Moment of Magic ™ and where did it come from? In one of his Shepard Letters, his monthly newsletter, Shep talks about each moment as a moment of truth, and how those moments can turn into moments of magic, or moments of misery. Shep Hyken – customer service motivational speaker, author, trainer, and expert – knows just how important every moment with the customer is.
