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Improving Customer Satisfaction, Loyalty, and Profit
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Kurzbeschreibung
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.
Synopsis
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.
In diesem Buch
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Einleitungssatz
Every company must be able to satisfy and retain customers. Lesen Sie die erste Seite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
Every company must be able to satisfy and retain customers. Lesen Sie die erste Seite
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Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis | Rückseite
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Kundenrezensionen
Die hilfreichsten Kundenrezensionen
1 von 1 Kunden fanden die folgende Rezension hilfreich
Format:Gebundene Ausgabe
Von den drei im Titel genannten Faktoren konzentriert man sich hier vor allem auf die Zufriedenheit. Inwieweit dies Auswirkungen auf die Faktoren Loyalität und Ertrag hat, wird zwar in einem einfachen Modell dargestellt, bleibt aber weitestgehend unbeantwortet. Interessant ist der in verschiedenen Branchen überprüfte Ansatz, dass Kunden andere Wertigkeiten bei der Leistungserbringung haben, als das Unternehmen glaubt. Ein interessanter Ansatz, vor allem hinsichtlich Abgrenzung zum Mitbewerb.
Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
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5 Rezensionen
21 von 21 Kunden fanden die folgende Rezension hilfreich
The Subtitle Says It All...The Book Explains It All
21. April 2001
Format:Gebundene Ausgabe
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 management
Whew! 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.
27 von 29 Kunden fanden die folgende Rezension hilfreich
A hands on book that you can put to action
14. September 2000
Format:Gebundene Ausgabe
This is a great book for people who have always wanted to be actionable in analyzing customer satisfaction and loyalty data to make strategic decisions. The book provides concrete examples with real data to step you through in building satisfaction models that lead to bottom line performance. It is extremely well written for a broad range of audience from the novist to the experts. This book not only provides you with the necessary tools to run models but also explains in an easy to understand manner the underlying reasons and background as to how customer satisfaction and loyalty models should be approached. I would highly recommend this book to anyone who desires to have the ability to actually run customer satisfaction models and make intelligent interpretation and executive decisions.
6 von 6 Kunden fanden die folgende Rezension hilfreich
Solid- with a good step-by-step on survey design and implementation
15. Februar 2006
Format:Gebundene Ausgabe
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.
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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