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The satisfied customer : winners and losers in the battle for buyer preference

Author: Claes Fornell
Publisher: New York : St. Martin's Griffin, 2008. ©2007
Edition/Format:   Print book : English : First St. Martin's Griffin paperback editionView all editions and formats
Summary:
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  Read more...
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Document Type: Book
All Authors / Contributors: Claes Fornell
ISBN: 0230604064 9780230604063
OCLC Number: 1048262547
Description: viii, 247 pages : illustrations ; 23 cm
Contents: The big picture --
The science of customer satisfaction --
When customer satisfaction matters and when it doesn't --
Customer satisfaction and stock returns : the power of the obvious --
Things aren't always what they seem : inadvertently damaging customer assets --
Customer asset management : offense versus defense --
Putting the numbers to work.
Responsibility: Claes Fornell.

Abstract:

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.

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