CONTENTS
LIST OF EXHIBITS = xiii
Chapter One THE NEW CUSTOMER IMPERATIVE = 1
The Unraveling of Tradition = 2
What's the Answer? = 3
Big Prizes Await! = 5
Service Is Not Satisfaction = 7
Start Now = 8
Identify with the Customer = 11
Internal Partnering = 12
The Executive Partner = 13
Chapter Two THE INGREDIENTS OF CUSTOMER SATISFACTION = 18
Customer Expectations = 19
Compnay-Controlled Expectation Creators : Product Experience, Short-and Long-Term Marketing Strategies = 22
Uncontrollable Expectation Creators : Competitors, Preferences, Word of Mouth = 23
Creating Standards : Ideal, Predicted, Minimum = 23
Setting Expectation Levels = 25
Rising Expectations = 27
Give Customers What They Don't Expect = 28
Quality = 29
Service Quality = 32
What Is Total Quality Management? = 35
Customer Preferences = 38
Priority Marketing = 39
Measuring Preferences = 42
Putting the Pieces Together = 43
Chapter Three LISTENING TO CUSTOMERS AND EMPLOYEES = 47
Power Listening : You Can't Afford Not to Listen = 48
Get Customers Involved Early = 49
Surveys = 50
Problems with Surveys = 52
Focus Groups = 60
Telemarketing = 61
800 Telephone Numbers = 62
Spotters and Mystery Shoppers = 63
Customer Visits = 64
Simple Surveys = 65
Chapter Four BENCHMARKING FOR COMPETITIVE ADVANTAGE = 70
The Benchmarking Process = 72
Identify a Process Needing Improvement = 72
Measure the Process = 73
Search for Industry Best Practices = 74
Select a Benchmarking Partner = 77
Collect Data = 79
Identify the Gap = 80
Project Future Performance Levels = 81
Integrate Findings with Customer Satisfaction Strategy = 82
Low-Profile Benchmarking without Permission = 82
Chapter Five DESIGNING WORLD-CLASS CUSTOMER SATISFACTION = 86
Redesigning Processes = 87
Focus on the Problem = 89
Identify Causes = 90
Consider Alternative Courses of Action = 92
Redesign for Customer Satisfaction = 92
Employee Management - Finding Best Solutions = 94
The Issues = 97
Increasing Employee Loyalty = 98
Improving Productivity = 102
Encouraging Professional and Personal Development = 111
World-Class Solutions = 122
Chapter Six RETENTION MARKETING = 127
Loyalty Programs = 130
Frequent-Customer Benefits = 131
Database Marketing = 138
Relationship Marketing = 141
Complaint Management = 143
Service and Satisfaction Guarantees = 149
Do Guarantees Pay Off? = 150
Warranties = 154
Chapter Seven TRENDS = 159
Customer-Driven Technology = 160
Other High Technology for Customers = 165
The International Customer = 167
Europe = 168
Asia = 169
The Rest of the World = 171
The Future - Rising Productivity and Expectations = 173
Chapter Eight DELIVERING WORLD-CLASS PERFORMANCE = 177
The World-Class Customer Satisfaction Program = 180
Preliminary Step = 181
Step 1 - Getting Started = 186
Step 2 - Customer Satisfaction Components = 189
Step 3 - Customer and Employee Input = 194
Step 4 - Competitive Advantage and Benchmarking = 199
Step 5 - Designing World-Class Customer Satisfaction = 205
Step 6 - Retention Marketing = 215
Step 7 - Trends = 219
INDEX = 221
