Moments of Truth Mapping Tool

Moments of Truth as a business concept were created by Jan Carlzon, the CEO of Scandinavian Airlines from 1981 to 1994. A Moment of Truth is any interaction between a customer and your business where the customer has an opportunity to form a lasting perception of the quality of service your business provides.

When Carlzon took over, Scandinavian Airlines was losing US$17m a year. After only twelve months, by focusing on improving customers' experiences for each Moment of Truth, Carlzon had turned the airline around and it was making a US$54m profit.

The first step in following in Carlzon's footsteps is to map your own Moments of Truth.

The Moments of Truth Mapping Tool by Change Factory is a simple Excel spreadsheet that allows you to cross-reference up to thirty Moments of Truth with up to five customer segments, and assess the importance and performance of each one.

The tool then breaks the Moments of Truth up into prioritised action groups, and allows you to enter notes about any future plans for improvement.

 $US19.95

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