In 1981, Jan Carlzon became CEO of the problem-ridden Scandinavian Airlines. By 1994, he had turned the airline around by focusing on what he later called "moments of truth," the various points at which people with the airline came in contact with airline customers.
These days, the term used is Customer Experience Management (CEM), because every hot trend needs a three letter acronym! CEM has filled in some of gaps in conventional CRM thinking, which often is too internally focused on managing customer data and revenue.
Meanwhile, it's the customers' perception of all their interactions with your (company) brand that drives much of the value they receive.
FYI: My proven Customer Experience Workshop helps comapnies take stock of their Moments of Truth and identify improvement opportunies as well as internal barriers to success. Email me for a service brochure.
About Me
- Eric Fraterman - Customer Service Consultant
- Toronto, ON, Canada
- I am the person behind Customer Focus Consulting. With more than 20 years experience in a wide range of industries, I am absolutely passionate about my work. In this line of consulting you cannot succeed without passion, especially for treating customers and employees right. I am totally focused on one issue and the theme of my work is always Sharper Customer Focus for a Sharper Competitive Edge. I help clients bring the customer inside their organization and then identify, measure and manage opportunities to meaningfully improve the Customer Experience. This sharper Customer Focus results in higher customer satisfaction, loyalty and long-term, sustainable profitability. I am also an expert witness for customer service in legal defence cases.
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