5. Moments of Truth -Jan Carlzon – SAS President - Is the precise instant when the customer comes into contact with any aspect of your business and, on the basis of that contact, forms an opinion about the quality of your service and potentially the quality of your product.
6. Karl Albrecht -moments of truth --- “the anthem for service management” In a global service-oriented economy, moments of truth will determine the existence of many businesses.
7. C Y C L E O F S E R V I C E