An examination of how to use research effectively. It takes the reader step by step through the process of designing and conducting a survey to generate accurate measures of customer satisfaction and loyalty. This new edition includes four new chapters on loyalty measurement.

Customer satisfaction and loyalty are becoming increasingly important to most organizations since the financial benefits from improving them have been well documented. This book presents a thorough examination of how to use research to understand customer satisfaction and loyalty. It takes the reader step-by-step through the process of designing and conducting a survey to generate accurate measures of customer satisfaction and loyalty. The research process is explained in detail, including questionnaire design, analysis and reporting, but the book also covers other elements of an effective customer satisfaction process. These include project planning, communicating with customers before, during and after the survey, as well as providing internal feedback and taking effective action to address issues raised by the survey. There is also comprehensive coverage of loyalty measurement methodologies as well as the satisfaction-profit chain and associated modelling and forecasting techniques.

This book does a tremendous job of bringing to life customer satisfaction and its significance to modern businesses. The numerous examples contained within the book's pages have proved a fresh and continuous source of inspiration and expertise as I work with my organisation in helping them understand why we should do what matters most to our customers and the lasting effect such actions will have on both our customer loyalty and retention. The authors are to be commended.

Annotation Wealleans, a chartered engineer and practicing business leader, details steps for creating performance measurements at the working level. He addresses procedures for identifying, designing, monitoring, and using measurements and how these might relate to other objectives within an organization, and explores the use of general performance measurement as a management tool for the areas of control, customer satisfaction, and business improvement. Unlike many other guides, a distinction is made between general strategic measurement, and monitoring of process-level measurements that directly relate to the performance of an individual work team. The author is head of international operations for a maritime technology company. Annotation c. Book News, Inc., Portland, OR (booknews.com).

The success of your business is underpinned by competitiveness and profitability, both of which are maximized in the long run by doing best what matters most to customers - this book will help you reach that goal. Written by three leading practitioners, this fully revised second edition of How to Measure Customer Satisfaction is a highly practical guide to developing and running an effective customer satisfaction measurement (CSM) programme. To be effective, a CSM programme must first of all produce accurate measures - this book takes readers step-by-step through designing and implementing a CSM survey, highlighting blunders that are commonly made and explaining how to make sure that the measures produced are accurate and credible. It also covers ways of gaining understanding and ownership of the CSM programme throughout the organization, the second key requirement for its long-term success. Importantly this new edition now includes a new section on electronic surveys, which are much more prominent now than when the book was first published in 1999. Finally, the relationship between customer satisfaction and concepts such as loyalty and delight are explored. If you are committed to the future of your company, the ability to measure what your customers think of you is essential - and so is this book!

It examines how to research customer satisfaction from both a client and a supplier perspective, and how to get the best results from that research.

This book explains the power of using ABM to increase the profitability of your business. It provides step-by-step guidance on basic principles, comparisons between traditional methods, definitions of processes, activities and cost-drivers as well as details of data collection techniques and implementation steps. Through the book's numerous detailed examples a logical picture builds up of how to obtain the benefits that ABM can deliver.

Annotation A guide for marketing professionals and managers to research, plan, and start programs that reward customers with tangible financial and non-financial benefits to foster long-term loyalty. It includes case studies of such programs begun by companies including Volkswagen, Swatch, and Porsche. The second edition adds chapters on pricing for customer loyalty and customer loyalty on the Internet. The author is an international business consultant based in Bonn, Germany. Annotation c. Book News, Inc., Portland, OR (booknews.com).

This important new work provides a comprehensive discussion of the customer satisfaction evaluation problem. It presents an overview of the existing methodologies as well as the development and implementation of an original multicriteria method dubbed MUSA.