5. They Are All Moments of Truth

“Whoever is careless with the truth in small matters cannot be trusted with important matters.”

—Albert Einstein

“How you arrive matters.”1

—David Avrin

In 1987, an important book was written by then SAS (Scandinavian Airlines) President Jan Carlzon called Moments of Truth. Businesses around the world connected with Carlzon’s ideas, especially the concept that every moment you have with a customer is special and important:

Last year each of our ten million customers came in contact with approximately five SAS employees, and this contact lasted an average of 15 seconds each time. The SAS is “created” 50 million times a year, 15 seconds at a time. These 50 million “moments of truth” are the moments that ultimately ...

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