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My First Job at SAS: How Carlzon's 'Moments of Truth' Shaped My Understanding of Customer Experience



When in 1995 I started my first job at SAS - Scandinavian Airlines in Milan, I was given a valuable lesson in improving customer experience strategies. My supervisor at the call center read me a Jan Carlzon quote that has stuck with me ever since:


"SAS is "created" in the minds of its customers 50 million times a year, 15 seconds at a time. These 50 million 'moments of truth' are the moments that ultimately determine whether SAS will succeed or fail as a company. They are the moments when we must prove to our customers that SAS is their best alternative"


And giving me a pat on the shoulder, she continued by saying, now with this uniform, you are one of those 50 million moments.


This quote taught me that every interaction with a customer is an opportunity to increase customer satisfaction levels and boost engagement and loyalty. It also underscores the importance of best practices for customer journey mapping, as these moments of truth can happen at any point in the customer journey.


As I reflect on my experience at SAS, I can see how top customer service trends and innovations have evolved since then. Technology has played a significant role in improving the customer experience, from chatbots to personalized recommendations based on data analytics. However, I believe that the human experience is still a crucial factor in impacting the customer experience. Customers want to feel understood and valued, and companies that prioritize empathy and emotional intelligence will be better positioned to create positive moments of truth.


In conclusion, Jan Carlzon's quote has taught me that every interaction with a customer is an opportunity to create a positive moment of truth. By prioritizing best practices for customer journey mapping, embracing top customer service trends and innovations, and valuing the human experience, companies can increase customer satisfaction levels and build lasting engagement and loyalty.

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