The Satisfied Customer: Winners and Losers in the Battle for Buyer PreferenceIn our service economy, the most important asset is tough to quantify: a company's relationship with its customers. In this must-read examination of customer relations, Claes Fornell draws out 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 explains how to quantify and increase the value of a firm's customer relationships--what he calls the Customer Asset. Arguing that exceeding a customer's expectations is risky, and increasing customer complaints can actually be a good thing, his conclusions about outreach strategy are bold and often surprising. |
Contents
S T O F F G U R E S A N D T A B L E S | 1 |
The Big Picture 3 | 31 |
Figures | 57 |
The Science of Customer Satisfaction | 63 |
4 | 99 |
The Power of the Obvious | 133 |
Inadvertently Damaging | 155 |
231 | |
235 | |
239 | |
Other editions - View all
The Satisfied Customer: Winners and Losers in the Battle for Buyer Preference Claes Fornell No preview available - 2007 |
The Satisfied Customer: Winners and Losers in the Battle for Buyer Preference Claes Fornell No preview available - 2007 |