What makes Jan Carlzon's 'Moments of Truth' a management classic? This review identifies the distinctive features of Carlzon’s work, examines its academic reception, and highlights areas deserving further study. The study identifies those features which are distinctive, those which have received academic attention and those which appear worthy of further academic study. A key concept that is explored is how general managers must develop the expertise of seeing the firm as an integrated system serving the customer. Whether highly trained specialists or general managers, managers must develop the expertise of seeing the firm as an integrated system serving the customer. Both types therefore must become customer‐oriented expert generalists. Academics also have to develop a customer orientation and must also become expert generalists. Ultimately, this appraisal encourages both managers and academics to adopt a customer-centric approach, becoming "expert generalists" to better serve the needs of businesses and students alike. If academics wish to continue to educate businessmen, they too have to develop a customer orientation and must also become expert generalists. This study is significant for those in **business** looking for customer service management.