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Business GeneralInvesting & FinanceMarketing
Publisher Price: $20.99
ISBN13: 9780230604063
Publisher: St Martins Pr 3Pl
Published: Nov 25 2008
Pages: 256
Weight: 0.66
Height: 0.70 Width: 5.80 Depth: 8.70
Language: English
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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