UNDERSTANDING CUSTOMER SERVICE

Understanding Customer Service

Understanding Customer Service

Question 1.

'Every customer contact is a “moment of truth” when the customer judges the organization.' The following lines have a deep and profound meaning that go further ahead than these mere words. These words were said by Jan Carlzon who was a Swedish business man and gained fame while working as the Chief Executive officer of the SAS group. During his work, he managed to get him company as the most punctual airline in Europe. Later, he founded a company named Ledstiernan, and was one of the founders of internet retail company CDON. For some people, the moments of truth in fact are the moments of time when the customer could come into a contact with any facet of the business. It is precisely then that there would exist the moment of truth. Moments of truth to others are a means of providing an understanding what creates the processes and how they would operate. They also provide a means of discerning how we can considerably improve the performance.

The success of this statement cannot be underestimated. I feel that it is important to note that some people and organizations constantly point out the example of Jan Carlzon whose leadership efforts through this underlying statement of his proved to be the turning point of his company as it acquired the position of the best airline in the world. This was achieved through no other means other than the moments of truth (Jaffe, 2010, pp 43).

The underlying point of this statement, I feel is that the moment of truth is imperative in improving the efficiency of an organization. However, in order to do so, it is very important that the moments of truth be identified as to where they occur. An example is that they occur when a customer asks a question and you respond to a query. Other examples include when making a purchase, making a confirmation, marketing purposes or obtaining information. Identifying these places and then applying the statement is the way forward to making the organization a successful one (Jaffe, 2010, pp 44).

However, I still feel that the main point regarding the moment of truth has been sidelined these days. The fact is that the customers perceive the value which is based on the experiences that they have received. The moments of truth in fact are the interactions that are made with the customers. This is something that is not very much difficult to understand as we all have remained customers every now and then. So the customer experience is known to everyone. The basic fact is that the moments of truth such as what does the customer want or what is that the customer would shy away from or what triggers a negative response all needs to be understood. Understanding the moment of truth helps you to better understand the customer. For example, understanding what the customer wants helps a lot. This could be to understand what is likely to happen and ...