The Satisfied Customer Winners and Losers in the Battle for Buyer Preference [Paperback]

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.

In today's world of intense global competition, customer satisfaction is a given. Without it, customers quickly move on to another of their endless choices. And they never return. That's whyThe Satisfied Customeris a must read. Jack Trout, author of The 22 Immutable Laws of Marketing and Differentiate or Die: Survival In Our Era of Killer Competition

First rate! An engaging and practical book full of useful concepts and tools by one of the foremost experts on consumer satisfaction. Be a winner in the battle for customers and read this book. Bernd Schmitt, author of Customer Experience Management and Big Think Strategy

Claes Fornell reminds us if we want to achieve long-term growth and success, companies must invest in their customers. The challenge is knowing how to make smart investments and what measurable outcomes are essential to create satisfied customers. Professor Fornell is providing an important resource for all of us who rely on customer satisfaction to drive the growth of our brands and businesses. David Brandon, chairman and CEO, Domino's Pizza, Inc.

The concepts and strategies discussed in this book will greatly help business leaders align their oló¬