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"Any episode in which a customer comes into contact with any aspect of the company, however remote, and thereby has an opportunity to form an impression."
In a traditional company, the CEO is at the top and the "front line" is at the bottom. Carlzon argued that the front-line employees (gate agents, flight attendants, mechanics) are the most important people in the company because they manage the Moments of Truth. The Shift: Moments Of Truth Jan Carlzon Pdf