Improving Customer Satisfaction, Loyalty, and Profit

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.

1. Creating a Customer Measurement and Management System 2. Strategy and Planning 3. Building the Lens of the Customer 4. Building the Quality-Satisfaction-Loyalty Survey 5. From Data to Information: Analyzing Quality, Satisfaction, Loyalty and Profit Data 6. From Information to Decisions: Priority Setting and Implementation