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I believe there is a third type – average moments of truth. Jan Carlzon said there are good moments of truth and bad moments of truth. All of the little moments of truth, combined with the major ones, with the addition of the product or service your organization is selling, add up to the overall level of a customer’s satisfaction. If the cast member gets within five feet of the guest, they are to acknowledge them verbally. They train their cast members (Disney’s term for employees) to acknowledge the guest (Disney’s term for a customer) with a smile or facial expression if within ten feet. They understand the importance that these small moments of truth have on their customers. It adds to the total experience of the customer.ĭisney has taken the small moments of truth to an even higher level. Now that may be a small moment of truth, but it is an important one. For example, you might be walking toward your gate at the airport and walk by a couple Scandinavian employees. And while these may be the most important, there are lots of small ones as well. Mentioned above are a number of the main moments of truth, not just at Jan Carlzon’s airline, but in virtually all commercial airlines. These are the points of contact that our customers and clients have directly with us and our organization. The emphasis of this article is on the moments of truth that we, as people, have control over. There are many moments of truth that are not controlled by people, such as advertisements (radio, television, billboards, newspapers, etc.). When you are taken care of by the flight attendants on board the aircraft,Īnd 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 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 as this: In 1986 Jan Carlzon, the former president of Scandinavian Airlines wrote a book, Moments of Truth.