In 1987, Jan Carlzon, the President of Scandinavian Airlines, wrote a book called "Moments of Truth." It is still available on Amazon.com and I highly recommend you read for the customer service lessons he imparts.

In his book, he believes that customers are won or lost through a company's reaction during tiny moments of truth; the greeting, the phone call, the challenging situation. We make or break our customer relationships in those moments of truth.

But I have a question.

Consumers, due in part to the Internet, are far more savvy and skeptical now than they were in 1987.

Can we still make a difference in our customer's eyes during those moments of truth? Is there enough desire for customer loyalty remaining in our hearts to even try?