Jan Carlzon, the former President of Scandinavian Airlines (SAS), wrote a best-selling business book in 1986, titled Moments of Truth. Carlzon defined the “moment of truth” in any service business as, “anytime a customer comes into contact with any aspect of a business, however remote, (it) is an opportunity to form an impression.” Carlzon emphasized the importance of managing all the small details of the entire airline experience for passengers, in order to generate superior customer satisfaction and loyalty. From this simple “moment of truth” concept, Jan Carlzon took SAS – an airline that was failing at the time – and quickly turned it around to become one of the world’s premier airlines.
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