Title:  Moments of Truth

Author:  Carlzon, J

Printer:  Ballinger Publishing Company

Date: 1987

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In this book Jan Carlzon pointed out the obvious truth that customers’ perceptions of organisations are gained from the transactions they experience – the ‘moments of truth’.

Despite this obvious truth, most conventional managers know little or nothing about their customers’ experiences while employing ‘relationship’ and ‘branding’ strategy consultants.

This is to believe that telling people how good they are is effective. The priority is for managers to know what customers experience when they transact with their organisation. The best way to do that is to study demand at the first point of transaction.