The Satisfied Customer Winners and Losers in the Battle for Buyer Preference
, by Fornell, ClaesNote: Supplemental materials are not guaranteed with Rental or Used book purchases.
- ISBN: 9780230604063 | 0230604064
- Cover: Paperback
- Copyright: 11/25/2008
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 Customeris 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.