Improving Customer Satisfaction, Loyalty, and Profit: An Integrated Measurement and Management System

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A Book in the University of Michigan Business School Series It's a simple equation: no customers equals no profits. So how can a company ensure that its customers enjoy a consistently satisfying experience? In this book, two experts from the University of Michigan Business School lay out a five-stage process that links all of the key measures of customer satisfaction with marketing strategy and product development to guarantee excellent customer service. Johnson and Gustafsson show managers how to break down the organizational barriers that defy great customer service and instead tie together their customer value chain to create a cohesive customer measurement and management system. So, if like most companies, yours has only a fleeting understanding of its relationship with its customers, this book offers the organizational know-how to make and keep them happy.

Improving Customer Satisfaction, Loyalty, and Profit: An Integrated Measurement and Management System Review

This is one of several excellent volumes in the University of Michigan Business School Management Series in which the authors provide a cohesive, comprehensive, cost-effective customer measurement and management system which consists of five separate but related stages. Specifically, they explain:? How to identify the system?s purpose and goals, deciding which customers to include and how to group them into natural segments that reflect their interests and purchasing patterns? How to use qualitative research to build the ?lens of the customer?, a model of customer views of the products and services that you provide, customer satisfaction, and the loyalty and retention that result? How to use the lens of the customer to build a customer survey to measure quality, satisfaction, and loyalty? How to use the lens again in analyzing data from the customer survey, both to determine what could be done to improve customer satisfaction and to assess the probable effect of each potential improvement on bottom-line financial performance? How to set priorities for quality improvement, using the information developed from the survey as background for business decisions, and then implement the decisions according to the priorities set by managementWhew! That?s a lot! Fortunately, Johnson and Gustafsson devote a separate chapter to each of the five stages of the process.. They also provide three valuable appendices: A mini-case study of the Ratorp Tire Company, the NACS Customer Satisfaction Survey, and a Data Analysis in Practice. If your organization needs to improve customer satisfaction, loyalty, and profit, here is an excellent source. Help other customers find the most helpful reviews� Was this review helpful to you?�Yes No Report abuse | PermalinkComment Comment

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