This concept was developed by Jan Carlzon, President of Scandinavian Airlines, who claimed “we have 50 000 moments of truth out there everyday”. The “moment of truth” is an episode in which a customer comes in contact with any aspect of the company and thereby has an opportunity to form an impression.
These euphoric contacts unfortunately take place out of sight of management, who cannot always be there to manage the quality of that moment of truth. Managers will then learn to manage staff indirectly and that is done by creating a customer-orientated organization, customer-friendly systems and a work environment that reinforces the idea of putting the customer first.
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