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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.
- Sales Rank: #1579497 in eBooks
- Published on: 2007-12-10
- Released on: 2007-12-10
- Format: Kindle eBook
From the Inside Flap
Most companies understand that customer satisfaction and loyalty are essential to their success. But few companies know how to link their customer's needs with their organization's processes to create the best customer experience possible. Instead, they erect walls between their customer service department and their other organizational functions.Improving Customer Satisfaction, Loyalty, and Profit shows managers how to break down these walls, find out what their customers want, and use that information to produce the kinds of products and services that will keep them coming back.Michael Johnson and Anders Gustafsson have been instrumental in the development of customer satisfaction indexes in the U.S. and Europe. Here they team up to introduce a five-stage process that establishes crucial connections between a company's marketing, sales, product development, and customer service departments in order to deliver both top-quality products and a high-level customer experience.The process begins with measurement. Johnson and Gustafsson walk readers through the steps necessary to determine a customer measurement strategy, observe and communicate with customers, create formal customer surveys, and process and interpret the survey data. Then they show readers how to use that data to build a cohesive plan for quality improvement and ongoing customer management.By helping mid-level managers assemble specific estimates of how increased quality and customer loyalty will impact the bottom line, their process allows upper-level managers to allocate the resources necessary to build a truly customer-oriented company. And by cementing the links between products, patrons, and profits, their book highlights the core competencies companies need to create both happy customers and the organizational know-how necessary to keep them happy.
From the Back Cover
Most companies understand that customer satisfaction and loyalty are essential to their success. But few companies know how to link their customer's needs with their organization's processes to create the best customer experience possible. Instead, they erect walls between their customer service department and their other organizational functions.
Improving Customer Satisfaction, Loyalty, and Profit shows managers how to break down these walls, find out what their customers want, and use that information to produce the kinds of products and services that will keep them coming back.
Michael Johnson and Anders Gustafsson have been instrumental in the development of customer satisfaction indexes in the U.S. and Europe. Here they team up to introduce a five-stage process that establishes crucial connections between a company's marketing, sales, product development, and customer service departments in order to deliver both top-quality products and a high-level customer experience.
The process begins with measurement. Johnson and Gustafsson walk readers through the steps necessary to determine a customer measurement strategy, observe and communicate with customers, create formal customer surveys, and process and interpret the survey data. Then they show readers how to use that data to build a cohesive plan for quality improvement and ongoing customer management.
By helping mid-level managers assemble specific estimates of how increased quality and customer loyalty will impact the bottom line, their process allows upper-level managers to allocate the resources necessary to build a truly customer-oriented company. And by cementing the links between products, patrons, and profits, their book highlights the core competencies companies need to create both happy customers and the organizational know-how necessary to keep them happy.
About the Author
MICHAEL D. JOHNSON is the D. Maynard Phelps Collegiate Professor of Business Administration at the University of Michigan Business School. He has published widely in leading professional journals and teaches in both the MBA and the executive education programs. ANDERS GUSTAFSSON is associate professor of business economics in the Service Research Center at the University of Karlstad, Sweden. He has consulted with Volvo and other companies and is the author of two books on customer satisfaction.
Most helpful customer reviews
1 of 1 people found the following review helpful.
Measuring customer satisfaction
By Pedro Lopez Eiroa
The book is a good manual to design an integrated measurement and management system, based on surveys . Includes tips to use from data to convert it in useful market information , as well to be used to strategic design of the company.
The basic key is to get all this perspective from the point of view of the customer and how to link this to improve the financial performance of the company. A model can be tailored to the needs of your company.
The book has some tips to focus the resources on the strategy and planning, and for the optimum construction of the required survey. Although is mainly based on business issues due to the background of the authors , the book gives also a practical correlation on these marketing issues : satisfaction, loyalty and profit.
0 of 0 people found the following review helpful.
I was expecting more
By Sonia M. Vasquez
The information provide it in this book is too conceptual and general, it doesn't give you clear tools to manage your customer satisfaction.
6 of 6 people found the following review helpful.
Solid- with a good step-by-step on survey design and implementation
By Amazon Customer
This book focuses on linking customers' needs with a company's processes to create the best customer experience possible. The book outlines a five-stage process to create this link and thereby improves customer satisfaction, loyalty and profit.
Stage 1: Identify the system's purpose and goals. Create a customer measurement and management system to analyze and understand the company's entire system for generating profit.
Stage 2: Utilizing qualitative research, a model of customer views of products and services offered customer satisfaction, and loyalty and retention. This stage shifts the focus from the company's perspective to the customer's perspective.
Stage 3: Design a customer survey using the lens of the customer created in Stage 2 to measure loyalty, quality, and satisfaction. Various survey formats are presented.
Stage 4: The survey results are analyzed utilizing advanced statistical methods to figure out what can be done to improve customer satisfaction and to assess the impact actions will have on revenue.
Stage 5: Based on the impact actions will have on the bottom line, priorities will be set to improve quality. This system will make a direct link between quality, loyalty, satisfaction, and profit. The system allows for the user to continually review and assess quality.
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