Jan Carlzon, the former CEO of Scandinavian Airlines System, used the ____________ metaphor as a reference point for transforming the airline into a customer-driven business.
A)service-perspective
B)comparative-analysis
C)systems-of-exchange
D)moment-of-truth
E)great-wall

Question

Quizplus · Accepted Answer

Jan Carlzon used the "moment-of-truth" metaphor to refer to any contact between a customer and the airline where the customer forms an impression of SAS. Carlzon believed that by improving these moments of truth, the airline could create a positive customer experience and become more customer-driven.

Jan Carlzon, the Former CEO of Scandinavian Airlines System, Used