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.
In this summary, you will learn
- Why customer satisfaction is crucial;
- How to measure it;
- How improving productivity and cutting costs can backfire and upset your customers;
- Why you must heed customer complaints;
- What the American Customer Service Index is and why it matters to your firm; and
- How to tackle “Customer Asset Management.”
About the Author
Claes Fornell, a professor of business at the Stephen M. Ross School of Business, University of Michigan, is an expert on measuring and managing customer satisfaction.