According to Jan Carlzon 1987,the 'moment of truth' in customer service refers to
A)the first and most lasting impression that a customer has of an organisation
B)the decision point where a customer decides to buy or not buy
C)the moment where an organisation's staff decide to address or rectify a complaint and so retain customer loyalty and goodwill
D)the moment where aggregated customer survey responses are made available to the providers of goods and services

Question

Quizplus · Accepted Answer

The 'moment of truth' refers to the first and most lasting impression that a customer has of an organization, according to Jan Carlzon's concept. It's the moment when a brand has the opportunity to make or break the customer's perception of them, and it can occur at any point of interaction between the customer and the organization.

According to Jan Carlzon 1987,the 'Moment of Truth' in Customer