Satisfied Customer: Winners and Losers in the Battle for Buyer Preference by Claes Fornell

Learned treatise on the value of customer satisfactionby RolfDobelli

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October 05, 2009: Experts see more than meets the eye when they evaluate customer satisfaction. Business professor Claes Fornell and his team at the National Quality Research Center at the University of Michigan developed the American Customer Satisfaction Index, a sophisticated customer-reaction monitoring system that produces indexes across multiple economic sectors, industries, companies and government agencies. In this book, Fornell discusses how his team quantifies the "unobservable" in customer service. His researchers measure things "we can't see" and then develop their findings into useful customer satisfaction information. Fornell theorizes about the utility of the "summation of ignorance" and discusses neuroscience, quantum mechanics and relativity theory, all with impressive erudition and insight, and all in the service of making sure that you know how crucial it is to keep your customers satisfied. getAbstract recommends his thorough, thoughtful and accessible treatise.