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The Satisfied Customer


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Table of Contents

The Big Picture The Science of Customer Satisfaction Winners and Losers Customer Satisfaction and Stock Returns Things Aren't What They Seem: The Most Common Management Mistakes Customer Asset Management and the Value of Satisfied Customers Companies That Are Doing It Right

About the Author

CLAES FORNELL is the world's leading authority on Customer Satisfaction Measurement and Customer Asset Management. He is responsible for the American Customer Satisfaction Index, a national economic indicator for which there are global counterparts. He is the founder and chairman of CFI Group, an international consulting firm with offices in Ann Arbor, Atlanta, Stockholm, Madrid, Paris, Milan, London, Shanghai, and Beijing. CFI helps companies to identify those specific aspects of quality that have the greatest impact on customer satisfaction and economic returns; recent clients of CFI Group have included UPS, Coca-Cola, McDonald's, Best Buy, Yahoo, and the governments of several countries, along with many US government agencies and departments. Fornell 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, USA. He has also taught at Northwestern, Duke, INSEAD, and the Stockholm School of Economics.


'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 'Recommended addition to your shelf.' - D. Murali, Hindu Business Line 'All this is explained with requisite detail and a writing style that is accessible and easy-going. The Satisfied Customer is necessary reading for any manager or CEO with an eye on the evolution of business thought.' - European CEO '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

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