Moments of Truth, Motivating Clients to Return to You

In 1981, Jan Carlzon started the massive turnaround of the highly centralized SAS (Scandinavian Air Systems) from a organisational systems approach to a customer centered experience approach.

He was famous for using the Moments of Truth process, originally developed by Scandinavian managment Guru Richard Norman.

Here are some of his famous quotes:

  • “We have 50,000 moments of truth every day.” – said at the start of the First Wave seminars to turn SAS around in 1982 and referring to every time an employee of the company came into contact with a customer.[9]
  • “An individual without information can’t take responsibility. An individual with information can’t help but take responsibility.”
  • “I learned that, before you reach an objective, you must be ready with a new one, and you must start to communicate it to the organization. But it is not the goal itself that is important.”
  • “Mistakes can usually be corrected later; the time that is lost in not making a decision can never be retrieved”.
  • “… the right to make mistakes is not equivalent to the right to be incompetent, especially not as a manager.”

The moments of truth process is all about mapping  the customer “Touch” points in your business and taking charge of creating a positive customer experience in each one of those moments, with as few positive Moments of Truth as possible.

The whole aim of this process is to keep your customers excited and delighted as well as motivating them to keep coming back for more.

 Does your business need to map out your customer’s moments of truth?  email us to find out how we can help you do this.


Freedom will kill you…

…it kills countless business owners passion and drive,

…it drives creatives to drink and drugs,

…it stuffs up so many potentially great relationships.

Let’s face it – being accountable to someone, really  keeps you on track, doing the important things to make the important things happen.

What do you really want?

The All Blacks don’t panic when the pressure is on…

On a recent rugby game playing Australia, the awesomely professional All Blacks were being praised by the commentators when they noticed that whenever the pressure was on the All Blacks, they never panicked.

 How incredible is that.

Being that sure and certain that you were going to rise to the occasion is a great way to deal with pressure.

How  can you build  that kind of certainty in you?

Empowering yourself, by penalizing non-performance.

Julian Rainmundo told me this story about a high volume car dealership in Las Vagas whose sales people play an unusual game:

If a customer comes into the car lot and you go and meet and greet and if they leave without buying a car…or seeing your manager, then you owe the company $400.


That would certainly raised the standard of customer service and salesmanship in that car lot!

….so what behavior do you want to empower by penalizing non-performance?