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If you are in the hospitality industry, the term “Moment of Truth” may sound familiar. The phrase was coined by Jan Calzon, former president of Scandinavian Airlines in 1986 as “anytime a customer comes into contact with any aspect of a business, is an opportunity to form an impression.” For many years, hospitality companies used this concept to create customer service success. But now, more than ever, is the time to “zero” in on another moment.