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Title: Improving Customer Satisfaction, Loyalty, and Profit : An Integrated Measurement and Management System by Michael D. Johnson, Anders Gustafsson ISBN: 0-7879-5310-5 Publisher: Jossey-Bass Pub. Date: 01 August, 2000 Format: Hardcover Volumes: 1 List Price(USD): $29.95

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Average Customer Rating: 5 (2 reviews)

Rating: 5
Summary: The Subtitle Says It All...The Book Explains It All
Comment: 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.

Rating: 5
Summary: A hands on book that you can put to action
Comment: This is a great book for people who have always wanted to be actionable in analyzing customer satisfaction and loyalty data to make strategic decisions. The book provides concrete examples with real data to step you through in building satisfaction models that lead to bottom line performance. It is extremely well written for a broad range of audience from the novist to the experts. This book not only provides you with the necessary tools to run models but also explains in an easy to understand manner the underlying reasons and background as to how customer satisfaction and loyalty models should be approached. I would highly recommend this book to anyone who desires to have the ability to actually run customer satisfaction models and make intelligent interpretation and executive decisions.