Moments of Truth (Paperback)

by Jan Carlzon (Author) "Rudy Peterson was an American businessman staying at the Grand Hotel in Stockholm..." (more)
Key Phrases: most punctual airline, frontline people, frequent business traveler, New York, Air France, Classe Affaires (more...)

Editorial Reviews

From Library Journal
Moments of Truth is Carlzon's story of how, under his leadership as president and CEO, Scandinavian Airlines System (SAS) emerged from deficits to profitability, improved services, and enhanced its market position by becoming a customer-oriented company organized for change. His strategiesa focus on the customer, encouraging risk-taking, delegating more authority to front-line employees, and eliminating vertical levels of hierarchy for a more horizontal organizationbear the hallmarks of entrepreneurial management and the pursuit of excellence. Reportedly a Scandinavian bestseller, Carlzon's book has a universal message and deserves attention for its clear illustration of these strategies in action. Recommended for business collections. Elin B. Christianson, Library Consultant, Hobart, Ind.
Copyright 1987 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

Review
"The best book on leadership by a CEO." -- --John Naisbitt, author of Megatrends

"The best book on leadership by a CEO." -- John Naisbitt, author of Megatrends

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Product Details

• Paperback: 160 pages
• Publisher: Harper Paperbacks (February 15, 1989)
• Language: English
• ISBN-10: 0060915803
• ISBN-13: 978-0060915803
• Product Dimensions: 7.8 x 5.2 x 0.4 inches
• Shipping Weight: 4.8 ounces (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars See all reviews (20 customer reviews)
• Amazon.com Sales Rank: #413,205 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

28 of 29 people found the following review helpful:

4.0 out of 5 stars Both enlightening and witty, June 11, 2000

By	Pierre Weydert (Zurich, Switzerland) - See all my reviews (REAL NAME)

In "Moments of Truth" Jan Carlzon, the then president of Scandinavian Airlines System, tells the extraordinary story of turning a lacklustre state-run airline into a profitable business that consistently won passenger preference surveys. The central element of Carlzon's line of reasoning is the "moment of truth", a concept that was first formulated by Richard Normann in 1984 and which comprises the notion that a service company's overall performance is the sum of countless interactions between customers and employees, the so-called moments of truth that either help to retain a customer or send him to the competition. As Carlzon does emphasize, the implementation of the idea behind this concept is hardly an easy task to accomplish, especially so because it implies the transition from a production-oriented to a market-oriented approach within the company. The measures to be taken in order to make this strategic realignment possible include flattening the organizational pyramid, making sure everyone knows about the company's vision and, last but not least, empowering "front line" employees. Once these changes have been successfully implemented and are being pursued with perseverance, chances are that the outcome will be, as Carlzon puts it, "millions of satisfied customers and thousands of motivated employees".

"Moments of Truth" can be considered a prime example of how to explain a business strategy on very few pages and in an entertaining way. Although the book is written in an anecdotal style and can easily be read within a couple of hours, its contents are of interest and potential value to every manager in the service industry. Congratulations to Mr. Carlzon on a book that is both enlightening and very witty!

11 of 12 people found the following review helpful:

5.0 out of 5 stars Great Model of Customer-Centered and Trend-Focused Company, April 8, 2000

By	Professor Donald Mitchell "Jesus Makes Me a P... (Boston) - See all my reviews (TOP 10 REVIEWER)

I see this book referenced in the literature of customer service, complexity science, and employee-oriented studies. Having now read the book, I can see why so many people refer to it. First, the book is extremely clear and easy to understand. It operates at a common sense level that is missing from many management books. Second, the author is describing case examples from his own first-hand experience. And he is certainly not Al Dunlap. Almost anyone would identify with the principles espoused here, which is to focus your resources and attention on where it will do the most good. Although people who refer to this book are clear about seeing the customer service aspects of Carlzon's thinking, I found that his strategic thinking about where trends force improved performance was even more impressive. Put the two together, and you have a remarkable opportunity to improve. Three, he explains very well the context of why he did things and how Scandinavia is different from the United States. That added a lot of meaning for me of case examples that I am not familiar with. If you want to see three examples of how unstalled thinking can make a big difference in your company, I urge you to read this book. Carlzon is a true stallbuster in areas like overcoming communications, bureaucracy, disbelief, unattractiveness, and misconception stalls. If we ever do another edition of The 2,000 Percent Solution, I would certainly like to use some of these examples in it. I particularly recommend chapters 5 (setting the strategy), 6 (flattening the pyramid), 7 (taking risks), 8 (communicating), 10 (measuring results), and 12 (the second wave). You will not find better advice anywhere else on these subjects. Unlike most management and leadership books, this one is a quick and easy read. Yet it contains a lot of meat. Carlzon seems to be able to get his point across in about one-third the space of most business authors. You'll like the difference.

6 of 7 people found the following review helpful:

4.0 out of 5 stars The Bible of Customer Service, October 13, 1999

By A Customer

This book is an excellent introduction to defining and managing customer touch points. It will help you to develop business processes which will empower your work force in the art of ongoing customer satisfaction. This is something that needs to be part of a company's core values, not just a buzz word.

More important, this is the book that Saturn used to define their world class retail facilities and processes.

The lesson's from the author's personal experience with Scandanavian Airlines are easily translatable to your business.