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Moments of truth
The concept of the "Moments of truth" was promoted by Jan Carlson, the CEO of
Scandenavia Airlines.
After taking charge in 1981 as CEO, he adopted a customer-focused approach to turn
around the company which was suffering a loss of $20 million.
He identified 50,000 daily moments of truth with the customers.
By focusing on improvement of the moments of truth he could make Scandenavia
Airlines earns $54 million in just 12 months. The concept is simple and easily
adaptable.
The service company should first identify those moments between: employees and
customers, customers and service environment, and between customers and
system & other processes that are capable of creating some specific experiences for
the customer.
The moments those identified are to be assigned, by categorizing and classifying them
into groups, to each employee involved in the interaction process.
The employee concerned is responsible for managing the assigned moments.
Management of moments of truth effectiveness is possible, only when employees are
adequately empowered. It also requires a high level of motivation as well as morale of
the employees.
The concept makes every employee creative and innovative.
The employee will become conscious of what is happening in the moments assigned to
him and accountable for such moments for the company.
Page 1 of 3
Management Moments of Truth
The moments of truth need to be managed effectively integrating company
policies, procedures, service environment, employee’s roles and customer roles.
The moments of truth take place when a service encounter occurs. A Service
Encounter occurs when contact employee and customer meet for the purpose of
service production and consumption.
Moments of truth will be influenced by physical and mental state of the employee
as well as the customer.
Page 2 of 3
The interaction between two under various influencing variables should yield
good results for the organization.
The customers are not controllable and can only be influence As such, only the
factors on the employee's side can be regulated. The employee can be made more
fit for interact.
Therefore, an employee must be motivated and trained to adapt to the customer's
conditions and influence customer to participate well in service encounter.
The employee's role in making the moments of truth qualitative is vital.
Service companies adopt a concept called Zero Investment Improvements
(ZII). Employees are the potential to explore (ZII) in a service.
Phil Weaxler classified the moments of truth into two categories:-
1. Magic Moments 2. Misery Moments
Moments of Magic: - Employee performs a moment of truth with quality service
and the customer feels that he has received more than what is expected.
Misery moments: - These are quiet opposite to magic moments .The customers
let down or ill treated.
Excellence in the interactive process occurs when moments of magic become a
way life for the service organization.
Page 3 of 3

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Service marketing

  • 1. Moments of truth The concept of the "Moments of truth" was promoted by Jan Carlson, the CEO of Scandenavia Airlines. After taking charge in 1981 as CEO, he adopted a customer-focused approach to turn around the company which was suffering a loss of $20 million. He identified 50,000 daily moments of truth with the customers. By focusing on improvement of the moments of truth he could make Scandenavia Airlines earns $54 million in just 12 months. The concept is simple and easily adaptable. The service company should first identify those moments between: employees and customers, customers and service environment, and between customers and system & other processes that are capable of creating some specific experiences for the customer. The moments those identified are to be assigned, by categorizing and classifying them into groups, to each employee involved in the interaction process. The employee concerned is responsible for managing the assigned moments. Management of moments of truth effectiveness is possible, only when employees are adequately empowered. It also requires a high level of motivation as well as morale of the employees. The concept makes every employee creative and innovative. The employee will become conscious of what is happening in the moments assigned to him and accountable for such moments for the company. Page 1 of 3
  • 2. Management Moments of Truth The moments of truth need to be managed effectively integrating company policies, procedures, service environment, employee’s roles and customer roles. The moments of truth take place when a service encounter occurs. A Service Encounter occurs when contact employee and customer meet for the purpose of service production and consumption. Moments of truth will be influenced by physical and mental state of the employee as well as the customer. Page 2 of 3
  • 3. The interaction between two under various influencing variables should yield good results for the organization. The customers are not controllable and can only be influence As such, only the factors on the employee's side can be regulated. The employee can be made more fit for interact. Therefore, an employee must be motivated and trained to adapt to the customer's conditions and influence customer to participate well in service encounter. The employee's role in making the moments of truth qualitative is vital. Service companies adopt a concept called Zero Investment Improvements (ZII). Employees are the potential to explore (ZII) in a service. Phil Weaxler classified the moments of truth into two categories:- 1. Magic Moments 2. Misery Moments Moments of Magic: - Employee performs a moment of truth with quality service and the customer feels that he has received more than what is expected. Misery moments: - These are quiet opposite to magic moments .The customers let down or ill treated. Excellence in the interactive process occurs when moments of magic become a way life for the service organization. Page 3 of 3