The Satisfied Customer: Winners and Losers in the Battle for Buyer PreferenceSt. Martin's Publishing Group, 27 nov. 2007 - 256 pages When faced with the choice between cutting costs or improving customer service, most companies focus on tangible assets. But in our service economy, the most important asset is intangible: a company's relationship with its customers. The Satisfied Customer is a blueprint for understanding this fact of modern business and reveals the unheralded value of customer satisfaction. Drawing on the results of a massive survey of American consumer satisfaction and including examples from companies like Home Depot and UPS, Fornell presents some surprising conclusions about outreach strategy (exceeding a customer's expectations is risky, and increasing customer complaints can actually be a good thing). He also explains how to quantify and increase the value of a firm's customer relationships--what he calls the Customer Asset. |
Table des matières
The Big Picture | |
The Science of Customer Satisfaction | |
When Customer Satisfaction Matters and When It Doesnt | |
Tables | |
The Power of the Obvious | |
Inadvertently Damaging Customer Assets | |
Offense Versus Defense | |
ACSI American Customer Satisfaction Index | |
Putting the Numbers to Work | |
NOTES | |
Autres éditions - Tout afficher
The Satisfied Customer: Winners and Losers in the Battle for Buyer Preference Claes Fornell Aucun aperçu disponible - 2007 |
The Satisfied Customer: Winners and Losers in the Battle for Buyer Preference Claes Fornell Aucun aperçu disponible - 2007 |