In a popular 1980s business book, Jan Carlzon, then president and chief executive officer of Scandinavian Airlines System, made the case that business success is built on the millions of brief interactions between the business and its customers. He called those interactions (and his book) "Moments of Truth." Since Carlzon's book, the importance of flawless customer service has become widely accepted across most industries. Equally, the essential role of measurement in customer satisfaction improvement is being recognized. Whether you're responsible for designing, implementing or participating in your company's customer satisfaction measurement program, this series will introduce you to the tools of customer satisfaction measurement. You'll learn to develop effective customer satisfaction surveys. You'll also learn to go beyond customer satisfaction measurement by measuring dimensions of customer service that lead to customer satisfaction and loyalty. And, you'll learn how measurement must be tied to management action to create a truly world-class customer satisfaction environment.