2006 Q3 Book Review
Improving Customer Satisfaction, Loyalty, and Profit
by Michael Johnson and Anders Gustafsson
The authors introduce a five-stage process that establishes crucial connections between a company’s marketing, sales, product development, and customer service departments in order to deliver both top-quality products and a high-level customer experience. This book shows managers how to break down the walls between departments, find out what their customers want, and use that information to produce the kinds of products and services that will keep them coming back. Essentially, the authors tie together their customer value chain to create a cohesive customer measurement and management system.
Most companies understand that customer satisfaction and loyalty are essential to their success. But few companies know how to link their customer’s needs with their organization’s processes to create the best customer experience possible.
By helping mid-level managers assemble specific estimates of how increased quality and customer loyalty will impact the bottom line, Johnson and Gustafsson’s process allows upper-level managers to allocate the resources necessary to build a truly customer-oriented company.