| This is one of several excellent volumes in the University of Michigan Business School Management Series in which the authors provide a cohesive, comprehensive, cost-effective customer measurement and management system which consists of five separate but related stages. Specifically, they explain: ? How to identify the system?s purpose and goals, deciding which customers to include and how to group them into natural segments that reflect their interests and purchasing patterns ? How to use qualitative research to build the ?lens of the customer?, a model of customer views of the products and services that you provide, customer satisfaction, and the loyalty and retention that result ? How to use the lens of the customer to build a customer survey to measure quality, satisfaction, and loyalty ? How to use the lens again in analyzing data from the customer survey, both to determine what could be done to improve customer satisfaction and to assess the probable effect of each potential improvement on bottom-line financial performance ? How to set priorities for quality improvement, using the information developed from the survey as background for business decisions, and then implement the decisions according to the priorities set by management Whew! That?s a lot! Fortunately, Johnson and Gustafsson devote a separate chapter to each of the five stages of the process.. They also provide three valuable appendices: A mini-case study of the Ratorp Tire Company, the NACS Customer Satisfaction Survey, and a Data Analysis in Practice. If your organization needs to improve customer satisfaction, loyalty, and profit, here is an excellent source. |
