Identify the 15 magic seconds in your customer’s experience and you can keep them coming back for more…
When Jan Carlzon took over at Scandinavian Airlines (SAS) in 1981 the airline was losing money and in danger of collapse.
In just over a year he transformed the fortunes of the business, taking earnings up £60 million, this all against the tide of a general decline in the profits of international airlines.
So how did he do it?
Jan Carlzon focussed on customer care, he was committed to it, he saw it very simply as the key to making SAS successful.
He coined the phrase ‘Moments of Truth’ – these are moments where the customer comes into contact with your business, where important impressions are formed by customers about your business and where there is significant opportunity for good or bad impressions to be made.
Carlzon worked out that 10 million customers a year typically saw 5 x SAS staff and each ‘moment of truth’ (point of contact) would last approximately 15 seconds.
So, 15 seconds to make a good or a bad impression.
How long do you and your team have to make a good impression with your customers – 15 seconds, 15 minutes, 15 days??
Carlzon believes that ‘SAS is created 50 million times a year, 15 seconds at a time’
The 50 million ‘moments of truth’ ultimately define the success or failure of SAS.
These are crucial moments for SAS to prove that they are the best airline to use and better than all the competition.
How do you use your crucial ‘moments of truth’ to prove to your customers you are better than the competition?