The Satisfied Customer: Winners and Losers in the Battle for Buyer Preference

In our service economy the most important asset is tough to quantify: a companys relationship with its customers. In this must-read examination of customer relations Claes Fornell draws out a blueprint for understanding this fact of modern business and reveals the unheralded value of customer satisfaction. Drawing on the results of a massive survey of American consumer satisfaction and including examples from companies like Home Depot and UPS Fornell explains how to quantify and increase the value of a firms customer relationships--what he calls the Customer Asset. Arguing that exceeding a customers expectations is risky and increasing customer complaints can actually be a good thing his conclusions about outreach strategy are bold and often surprising.