Author: JoAnna Brandi
Jan Carlzon, who turned SAS Airlines around in one year, coined the term "Moments of Truth." Moments of Truth occur THOUSANDS of times a day in every business. He believed that the relationship with the customer was recreated (in 15 second increments) in every Moment of Truth. He believed the company, SAS Airlines, in fact, was "recreated" 50 MILLION times, 15 seconds at a time, every year! He taught the people who worked with him that those 50 million Moments of Truth were the moments that would determine whether or not they succeeded or failed.
A few weeks ago we decided to chill out, relax and support our local economy by spending a long weekend in the Keys. Now we all know that Key West is a wonderful place, but to be practical, it's a heck of a long drive on a Friday evening from where I live. So, instead, we opted for staying in a place mid-way to that southernmost point in the US.
I started my search for a place to stay with an ad that ran in the NY Times travel section that featured a variety of places in the vicinity of Islamorada. "That's it!" I thought, "we'll stay there and drive down to Key West the next day" (it's a civic duty for a southern Floridian to experience sunset at Mallory Pier at least once a year, no?) I browsed on the net for a while and then placed a few phone calls. One of the places I called was named the Coconut Palm Inn (subtitled, A Beachfront Hideaway.) There weren't many pictures on the website, but my intuition told me to call. When my intuition speaks, I listen.
The phone was answered by Kathy, whose voice was brimming with hospitality. I explained what I was looking for: reasonable, on the water, small, non-commercial, clean, not smelling like mold - (I'm allergic). Bubbling with enthusiasm Kathy told me about the place and a little of its recent history. A gentleman that she had worked for, for the last 20 years, had just purchased this inn and they were in the process of doing renovations and it was the *most incredible place.* Since I needed a little more than her word, she directed me to the previous owners website and stayed on the phone with me as we viewed the pictures and she explained to me what had changed. "We cleaned all the garbage out of the coconut grove and there is fine white sand and hammocks and beach chairs, it's bea-u-tiful, you will love it, I know it."
It didn't take long for me to realize that I was going to make reservations at the Inn solely on the basis of Kathy's enthusiasm and utter joy at working there. So I took a chance. It wasn't a well-known place, it wasn't a chain, but if it was what she said it was, it would fit the bill. (So soon after Sept 11, it seemed inappropriate to do something "fancy.") Plain, simple, serviceable was more in line with what my conscience would allow. And the price was nice. As a bonus it seemed I had made a new friend. I needed to go visit.
Just as described the place is terrific. I mean my personal taste would be to update some of the 20 year old style furniture that was in our room (it's just not quite old *enough* to be funky.) But the view! The intimate beachfront! The dock that overlooked the bay! The glorious sunset that greeted our arrival! The hammocks that no one else occupied! Who cares about the furniture. It was comfortable, clean and yes, serviceable. I found just the place I was looking for.
The main room of the Inn has a massive fireplace that was made by a local stone mason that used imprints of coral and real shells on the chimney that rises to the ceiling. The weekend we were there the furniture was just being moved into the main part of Inn - old brown leather couches and sturdy mahogany furniture. Made me happy to see them. Yes, I could see this place really shaping up!
But the part I really want to tell you about happened on Monday when we were due to check out. Not wanting the weekend to end too early, I stopped into the office Monday morning to ask if we could have a late check out and enjoy the beautiful beach day. Kathy took a very discreet look at her reservations book, and exclaimed with confidence, "For you, of course! How late would you like to stay?" "Into the afternoon?" I hesitated the question. "Sure - just give me a time." "Uh, um, four o'clock?" I asked slowly and with great trepidation. "Great! Well you have a great time until then! I'll see you later."
Magic. Pure Magic.
Walt Disney once said, "There is no magic to magic, it's all in the details." Take a look at the details of this interaction (and I left so many out, like the unexpected continental breakfast served on the porch on a perfectly coordinated table. Great tones of deep greens and rich purples made me feel I was at a much more luxurious place.) Kathy took ordinary Moments of Truth and turned them into extra-ordinary Moments of Magic. Now how hard was it?
Jan Carlzon, the gentleman that headed SAS Airlines out of dreadful financial nosedive coined the term "Moments of Truth." "Anytime anyone has the opportunity to make a judgment about the quality of the service you are delivering" Moments of Truth occur THOUSANDS of times a day in every business. He believed that the relationship with the customer was recreated (in 15 second increments) in every Moment of Truth. He believed the company, SAS Airlines, in fact, was *recreated *50 MILLION times, 15 seconds at a time, every year! He taught the people that worked with him that those 50 million Moments of Truth were the moments that would determine whether or not they succeeded or failed.
They succeeded. He, and his employees, turned the company around in one year.
There are thousands of times that we have the opportunity to *easily* turn that Moment of Truth into a Moment of Magic by exercising the choice to take the extra step, go the extra mile, take a chance, make a difference, be all that you can be.
You know what I mean.
And since I believe in magic, I think it's possible to do that, and do it frequently. The first step, as always, is to take a look at where you are. Where exactly are your Moments of Truth? Here's a suggestion.
Put up several sheets of large paper and post them in the lunchroom. Explain to everyone in the company what a Moment of Truth is and print the definition on the top page. "Anytime anyone has the opportunity to make a judgment about the quality of the service you are delivering" (Jan Carlzon).
Encourage *everyone* to contribute by writing down the moments of truth as they see them. And don't forget the moments you don't see: when the customer pulls the catalog from the mailbox - is her name spelled correctly? Did he get two (or perish the thought) three copies of your latest brochure? Is your parking lot clean and well lit? Oh yes, and your trucks on the highway - are they clean, has one of your drivers just cut off one of your customers on the road? Food for thought - enough food for a thought banquet in fact.
How many MOT's did you find? All of these are moments of leverage, moments of strategic opportunity to imprint an impression, a brand awareness on the mind of a prospect or customer. What are you doing with your moments? Turning them into Moments of Misery or Moments of Magic? I believe that A Moment of Magic is a Moment of Truth turned into a "WOW" experience for the customer. It's a making the mundane magic, it's turning the ordinary encounter into the memorable experience. How many times a day are you doing that? How many opportunities do you miss?
Now, for part two of the exercise. After the Moments of Truth chart is done, call your company or your group together, bring in some food and brainstorm how you might turn some of those moments into Magical ones. Then make a commitment to do it. Then just do it. And do it over and over and over again. You'll get more enjoyment out of your job (as a self-appointed Manager of Moments of Magic) and the customers will get more enjoyment out of doing business with you.
Disney did it. Southwest Airlines does it. Buca di Beppo does it. Harley Davidson does it. The Ritz-Carlton does it. The Orange Royal fruit stand does it, The Coconut Palms Inn does it. Do you?
Go ahead make some Magic. We all need a little.
Copyright 2003 by JoAnna Brandi. Used with permission.