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The Satisfied Customer: Winners and Losers in the Battle for Buyer Preference Hardcover – Nov. 27 2007

by Claes Fornell (Author)
4.4 4.4 out of 5 stars 11 ratings
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In a world where consumers have access to an abundance of free information about purchase alternatives, business managers must adapt to a startling new reality. What businesses and investors must realize, says Fornell, is that customers know something that Wall Street has yet to figure out. The Satisfied Customer makes the case that global market forces are all pointing towards one inevitable truth: the cost of poor service will soon be borne by the companies that serve it - not the customers that receive it.

The Satisfied Customer prepares managers and investors for a major shift in economic power that will change how capital moves, how corporate assets are managed, and ultimately, how business is done. This book describes how companies that underestimate the newly-empowered customer are punished by product and equity markets alike, and offers practical advice on how to prosper when buyers are kings and investment capital fuels their power.

The implications of the newly-empowered buyer turn much of conventional business practice on its head. The Satisfied Customer explains how superior financial returns can go hand-in-hand with reduced risk; why customer satisfaction should not be maximized, but customer complaints should; why exceeding customer expectations is a bad idea; why getting too close to customers should be avoided, how customer loyalty can sometimes be too costly, and why high productivity is not always a good thing.

According to the New York Times, Claes Fornell's American Customer Satisfaction Index (ACSI) is the definitive benchmark for how consumers feel about the products they buy. The Satisfied Customer draws from the ACSI database and CFI Group cases, including examples from Amazon.com, American Airlines, Apple, AT&T, Best Buy, Chrysler, Circuit City, Comcast, Costco, Charter Communications, Dell, Double Tree Club Hotel, eBay, Electrolux, Florida Marlins, Ford, Gateway, Google, Haier, H&R Block, Hyundai, KLM, Kmart, McDonald's, Northwest Airlines, Microsoft, Southwest Airlines, Sprint Nextel, the Swedish Postal Service, Time Warner, Toyota, Trader Joe's, Volvo, Whole Foods, and many others, to reveal the winners and losers in the battle for buyer preference.

Previous page
  1. Print length
    256 pages
  2. Language
    English
  3. Publisher
    St. Martin's Press
  4. Publication date
    Nov. 27 2007
  5. Dimensions
    15.88 x 2.54 x 24.13 cm
  6. ISBN-10
    1403981973
  7. ISBN-13
    978-1403981974
  8. See all details
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Product description

Review

“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 why The Satisfied Customer is 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 organizations in a way that provides tangible results in value creation, customer retention and improved brand position. Fornell's insights bridge from the boardroom and investors all the way to the frontline serviceworker.” ―Jon Ward, Managing Director, Lazard Freres & Co., LLC

“For more than 100 years, AT&T has adhered to the philosophy that delivering an unparalleled customer experience is the key to the long-term reputation and financial health of a company. Mr. Fornell's passion for this same principle makes him one of the business world's leading customer service champions.” ―Ralph de la Vega, President and Chief Executive Officer, AT&T Mobility

About the Author

Claes Fornell developed the American Customer Satisfaction Index. The founder and chairman of CFI Group, an international consulting firm with offices in ten countries, he is the Donald C. Cook Professor of Business at the Stephen M. Ross School of Business and the Director of the National Quality Research Center, both at the University of Michigan. He lives in Ann Arbor, Michigan.

Product details

  • Publisher ‏ : ‎ St. Martin's Press (Nov. 27 2007)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 256 pages
  • ISBN-10 ‏ : ‎ 1403981973
  • ISBN-13 ‏ : ‎ 978-1403981974
  • Item weight ‏ : ‎ 431 g
  • Dimensions ‏ : ‎ 15.88 x 2.54 x 24.13 cm
  • Customer Reviews:
    4.4 4.4 out of 5 stars 11 ratings

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Claes Fornell

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Customer reviews

4.4 out of 5 stars
4.4 out of 5
11 global ratings

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Rafael Siller
4.0 out of 5 stars Good book but starts slow
Reviewed in Mexico on July 27, 2017
Verified Purchase
It starts a bit confusing and way much descriptive but towards the middle of the books gets really interesting and with a lot of practical examples overall a very good and usefull book, just be patient
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Bawa Grover
5.0 out of 5 stars Awesome ! Read the book, if you're ambitious to lead success in your organisation & understand the right lever which enables.
Reviewed in the United States on October 21, 2014
Verified Purchase
Probably one of the better books I've read recently, which succinctly brings out the obvious, but often not fully understood linkages of Customer satisfaction indices with business/organizational success especially relevant in todays volatile markets ! Equity analysts, investment fund managers, Business/divisional heads, emerging & ambitious professionals & CEO's of organizations across industry sectors, can enjoy & benefit from this timely read - as Claes Fornell adroitly correlates high end customer satisfaction with business survival, growth and valuation enhancement - so critical in todays choppy times !!.
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Bawa Grover
5.0 out of 5 stars Awesome ! Read the book, if you're ambitious to lead success in your organisation & understand the right lever which enables.
Reviewed in the United States on October 21, 2014
Probably one of the better books I've read recently, which succinctly brings out the obvious, but often not fully understood linkages of Customer satisfaction indices with business/organizational success especially relevant in todays volatile markets ! Equity analysts, investment fund managers, Business/divisional heads, emerging & ambitious professionals & CEO's of organizations across industry sectors, can enjoy & benefit from this timely read - as Claes Fornell adroitly correlates high end customer satisfaction with business survival, growth and valuation enhancement - so critical in todays choppy times !!.
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Pedro Lopez
4.0 out of 5 stars Nice book of examples of satisfaction from the quality point of view
Reviewed in the United States on December 2, 2012
Verified Purchase
Mostly focused on the American Customer Satisfaction Index (ACSI) to compare between manufacturing and services industries. Allows a good idea of the power of satisfaction in the customer and in the companies, either small or big. Gives also a good idea of the impact of satisfaction and loyalty on the total revenue of any company. Good book for examples and ideas, does not work for the measurement or improvement of satisfaction levels.
One person found this helpful
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Moangu
5.0 out of 5 stars I am satisfied reader. The book is plenty of smart thoughts
Reviewed in the United States on November 20, 2014
Verified Purchase
I am satisfied reader. The book is plenty of smart thoughts, with enough data and cases to support the rationale, it sheds light over how financial markets (don't) work. Coherent, with a lot of uncommon common sense. Right size, easy reading, very few things that would need further explanations.
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