Ebook Free Know Your Customer: New Approaches to Understanding Customer Value and Satisfaction (Total Quality Management)
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Know Your Customer: New Approaches to Understanding Customer Value and Satisfaction (Total Quality Management)
Ebook Free Know Your Customer: New Approaches to Understanding Customer Value and Satisfaction (Total Quality Management)
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Review
"Focuses on helping managers develop information skills for understanding customers' perceptions of value." The Bookseller.
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From the Back Cover
To meet increasing competition and the increasing demands of customers, Woodruff and Gardial argue that businesses must redesign and improve information processes to help managers learn about customers and markets, and these processes must be linked to key customer value dimensions. Know Your Customer incorporates newer approaches to customer value measurement into an new, integrated information process called customer value determination, basing satisfaction measurement on the concept of value. Every step of customer value determination is discussed in depth, with guides to both qualitative and quantitative measurement techniques. The book also discusses applications of customer value determination to decisions across the entire organization, ranging from strategic to tactical.
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Product details
Paperback: 360 pages
Publisher: Wiley; 1 edition (June 3, 1996)
Language: English
ISBN-10: 1557865531
ISBN-13: 978-1557865533
Product Dimensions:
5.6 x 0.8 x 8.5 inches
Shipping Weight: 12 ounces (View shipping rates and policies)
Average Customer Review:
4.7 out of 5 stars
5 customer reviews
Amazon Best Sellers Rank:
#1,472,162 in Books (See Top 100 in Books)
"Know Your Customer" is for the intellectually curious marketing manager who wants to gain a foundational understanding of the differences between customer satisfaction and customer value (how customers value products). Although this book might be a bit much for the general manager who is interested in the results of satisfaction and value studies only, the general manager will benefit from an enriched view of how customer value insights can lead to innovation and the limitations of customer satisfaction metrics.The authors lay down a framework for satisfaction and value and explain why analyzing both is key to business intelligence. The book is clearly written, uses a formal voice, has a good bibliography for the time that it was published, uses examples from industry to help illustrate important concepts and accomplishes what it sets out to do--explain the relationship and differences between customer satisfaction and value.The book serves well as a foundational piece, but may fall short for those interested in the latest analytical techniques that include quantifying and forecasting value in terms of a willingness-to-pay metric in dollars (called product value). Product value is particularly helpful when making tradeoff decisions that influence product cost and when it is necessary to dedicate precious resources to a list of possible product innovations.In summary, this book is perfect for managers interested in a foundational understanding of customer satisfaction and value. This book is not for those interested in the latest analytical concepts and tools.
I was introduced to this book in a marketing class and really enjoyed it. Working in the business world, it's amazing how many people have lost track of the biggest driver of sales - the customer! This book is a great way of refocusing your mindset on your biggest assets.
Although dated as some of the other reviewers have pointed out this is the book on customer value that I constantly get back to. If there are better and more recent ones, I'd like to know because I have many and none presents the concepts in a better way. It shows how to qualify and quantify value and satisfaction, and put all this into a framework that is a compelling case for instilling more customer value discipline into our organizations. You are left wondering why so many organizations are not applying these concepts. This is the first book and maybe the only book you'll need on the subject. Highly recommended.
Agree with the comment of the former reviewer. Books also misses some major distinction between the value customers expect (core value) and additional factors (add-on value). It is important for practice and academia to identify the antecedents of value (the outcomes are pretty clear).
This book is extremely useful. Brings back to the roots of customer service and still adds great value for the future.
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