The Satisfied Customer: Winners and Losers in the Battle for Buyer Preference

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Macmillan, 2007 - Business & Economics - 247 pages
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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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About the author (2007)

CLAES FORNELL is the world's leading authority on Customer Satisfaction Measurement and Customer Asset Management. He is responsible for the American Customer Satisfaction Index, a national economic indicator for which there are global counterparts. He is the founder and chairman of CFI Group, an international consulting firm with offices in Ann Arbor, Atlanta, Stockholm, Madrid, Paris, Milan, London, Shanghai, and Beijing. CFI helps companies to identify those specific aspects of quality that have the greatest impact on customer satisfaction and economic returns; recent clients of CFI Group have included UPS, Coca-Cola, McDonald's, Best Buy, Yahoo, and the governments of several countries, along with many US government agencies and departments. Fornell is the Donald C. Cook Professor of Business at the Stephen M. Ross School of Business and the Director of the National Quality Research Center, both at the University of Michigan, USA. He has also taught at Northwestern, Duke, INSEAD, and the Stockholm School of Economics.

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