The Satisfied Customer: Winners and Losers in the Battle for Buyer Preference | 
| Author: Claes Fornell
Publisher: Palgrave Macmillan
Category: Book
List Price: $16.95
Buy New: $10.27
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Avg. Customer Rating:  1 reviews
Sales Rank: 688042
Media: Paperback
Number Of Items: 1
Pages: 256
Shipping Weight (lbs): 0.7
Dimensions (in): 8.8 x 5.7 x 0.7
ISBN: 0230604064
Dewey Decimal Number: 658.8343
EAN: 9780230604063
Publication Date: November 25, 2008 (New: Last 30 Days)
Availability: Usually ships in 1-2 business days
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Product Description
In 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.
Book Description
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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| Customer Reviews:
The Centerpiece of a growing body of evidence proving that it is possible to December 1, 2007
7 out of 8 found this review helpful
This book, and Claes Fornell's work, in general, is the Centerpiece of a growing body of evidence proving that it is possible to beat the market with customer satisfaction, in Chris Hart's words. Other work on the same topic includes First Manhattan Consulting Group's work showing that "Better Service can Add Points to Your P/E Ratio," and Bain & Co.'s work on "Cutting Expenses without Investing in Customers as a Recipe for Disaster"
This book is a must read for all executives of any company who would like to Win "in the Battle for Buyer Preference". I also highly recommend reading the "6 Costly Customer Satisfaction Myths and Misunderstandings" paper on Claes Fornell's CFI Group web site.
Arie Goldshlager
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