SATISFIED CUSTOMER
| Autor: | Fornell, Claes |
|---|---|
| EAN: | 9780230604063 |
| Sachgruppe: | Wirtschaft |
| Sprache: | Englisch |
| Seitenzahl: | 256 |
| Produktart: | Kartoniert / Broschiert |
| Veröffentlichungsdatum: | 25.11.2008 |
| Schlagworte: | Marktforschung |
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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.
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