The Loyalty Effect: How to Establish a Comprehensive Customer Measurement and Management System

Author: Johnson
Publisher:
Publish Date: 2002-01-01
Features: Most companies understand that customer satisfaction and loyalty are crucial to their success. However, few companies know how to connect customer needs with their organizational processes to create the best customer experience. Instead, they erect walls between customer service departments and other functional departments. "The Loyalty Effect" describes to managers how to tear down these walls, understand customer needs, and use this information to provide products and services that keep them coming back. Michael Johnson and Andreas Gustafsson have developed customer satisfaction index systems in the United States and Europe. Here, they collaborate to introduce a five-stage process that helps the marketing, sales, product development, and customer service departments of an enterprise establish decisive connections and deliver high-quality products and top-tier customer experiences. This process begins with customer measurement. Johnson and Gustafsson will guide readers step by step through these necessary stages, developing a customer measurement strategy, observing and communicating with customers, conducting formal customer surveys, processing and interpreting survey data. Finally, they describe to readers how to use that data to create a meticulous plan to improve customer management. This book will help managers comprehensively consider specific and clear evaluations to enhance product quality and customer loyalty, which will ultimately impact the company's profitability. These steps will help managers allocate necessary resources to build a truly customer-centric company. Through the connection between products, customers, and profits, the authors describe how to create and maintain customer satisfaction as well as the core capabilities required by the organization.