The satisfied customer : winners and losers in the battle for buyer preference
著者
書誌事項
The satisfied customer : winners and losers in the battle for buyer preference
Palgrave Macmillan, 2007
- : hbk
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注記
Includes bibliographical references and index
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内容説明・目次
内容説明
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.
目次
The Big Picture The Science of Customer Satisfaction Winners and Losers Customer Satisfaction and Stock Returns Things Aren't What They Seem: The Most Common Management Mistakes Customer Asset Management and the Value of Satisfied Customers Companies That Are Doing It Right
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