I’ve taken it from a book I recommend titled ‘How To Swim With The Sharks Without Being Eaten Alive’ by Harvey MacKay. Now I’d like to finish this article by giving you one of the best examples I’ve ever seen regarding Moments Of Truth. But like everything, you have to implement-otherwise you’ll never get the results you deserve Once your team grasp the concept of Moments Of Truth, they too will come up with even better ways to create WOWs for your customers. Look at all your interactions with your customers, clients or patients and for each single interaction write down what you could do to make them think ‘WOW’ or at least make them think ‘that was impressive’. So where and when should you be looking to implement Moments Of Truth in your business? That’s easy. Think back over the last ten years or so and try to pinpoint an interaction that occurred between you and a business where you said to yourself, ‘WOW, that was amazing’. Think about your own experiences with other businesses-from a business perspective or simply as a normal consumer. What continues to surprise me is how few businesses use Moments Of Truth or similar strategies to ‘WOW’ their customers or prospective customers.
It’s called a Moment Of Truth because, irrespective of the type of interaction that occurs (meeting, letter, phone call, e-mail, etc.), the outcome can either be a positive or a negative experience for the prospect or the client. So a Moment Of Truth is an interaction between the business and the prospective customer, client or patient. It shows how at each contact (Moment Of Truth) you need to ensure each interaction is a favourable one for the customer. Little did Carlzon know that with Moments Of Truth he created, in my opinion, arguably the best, easiest and most amazing customer service system ever devised! Scandinavian Airlines prospered because they worked very hard to make sure each Moment Of Truth with their customers was a very positive experience, and the results they achieved were a testament to this. He calls these ‘Moments of Truth’ and, of course, each interaction can be a positive or a negative experience.
Now, as you know, 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. 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’. Creating Outstanding Customer Service Levels To Obliterate The Competition
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