Research Paper: Book Report on Jan Carlzon's Moments

BOOK REPORT ON JAN CARLZON'S MOMENTS OF TRUTH

In the award-winning book Moments of Truth (NY: Harper Perennial

Publishing, 1987, 135 pgs.) author Jan Carlzon relates his personal story

on how as president and CEO of Scandinavian Airlines System, he single-

handedly transformed his company from the burden of huge financial deficits

into a profitable and expanding business with greatly improved customer

service and with an international market position unparalleled in the

business world.

In 1978, as an entrepreneur, Carlzon became the managing director of

Linjeflyg, the major domestic airline of Sweden; three years later, he

became the CEO of Scandinavian Airlines System (SAS), made up of airlines

based in the countries of Norway, Sweden and Denmark. It was here that

Carlzon's leadership and his entrepreneurial skills helped to reverse

financial losses into great profits. Soon after accomplishing this amazing

financial feat, he decided to write a book relating exactly how he did it

which was published as Moments of Truth in 1987.

In his introduction, Carlzon declares that a major part of the

revitalization of the Scandinavian Airlines System was due to turning the

company into one that is customer-oriented, for he states, "We have

reoriented ourselves to become a customer-driven company," one that

"recognizes that its only true assets are satisfied customers" who expect

to be "treated as individuals;" otherwise, SAS will not be their selected

airline (2).

Carlzon then tells the reader where the title of his book came from in

relation to having more than ten million customers in 1988-"These 10

million "moments of truth" are the moments that ultimately determine

whether SAS will succeed or fail as a company. They are the moments when we

must prove to our customers that SAS is their best alternative" when

deciding upon which airline to use (3). Obviously, because of his

experience in the business world and his

entrepreneurial spirit, Carlzon has come to realize that all businesses

must dedicate themselves to customer satisfaction,… [END OF PREVIEW]