Welcome Guest
  |   0 items in your shopping cart
 

BROWSE BY STANDARDS

BROWSE BY CATEGORY

***
 
 
Join our mailing list to recieve newsletters
 

Beyond The Ultimate Question : A Systematic Approach to Improve Customer Loyalty

Send to friend
 
Title: Beyond The Ultimate Question : A Systematic Approach to Improve Customer Loyalty
Author: Bob E. Hayes
ISBN: 0873897722 / 9780873897723
Format: Hard Cover
Pages: 400
Publisher: ASQ
Year: 2010
Availability: Out of Stock
     
 
  • Description
  • Contents

Business growth depends on more than asking a single question. Challenging the widely touted Net Promoter Score (NPS) claims, author Bob E. Hayes provides compelling evidence that, to grow their business, companies need to look beyond this simple question to efforts on improving the entire customer feedback program (CFP).

First, customer loyalty consists of three components, advocacy, purchasing, and retention, each providing unique and useful information regarding future business growth. By measuring these three components of customer loyalty, companies will be better able to manage their customer relationships to maximize growth through new and existing customers.

Second, because of the diverse business practices companies can employ with respect to their CFPs, there are hundreds of different ways a company can structure its particular program. Some companies have top executive support for their programs while others do not. Some companies integrate their customer feedback data into their daily business processes while others keep them separate. Some companies use customer feedback results as part of their employee incentive programs while other companies rely on more traditional incentive programs. Still some companies conduct in-depth customer research using their feedback data while others rely on basic reporting of their customer feedback data for their customer insight. But are there critical elements of a customer feedback program that are absolutely necessary for its success? Can a company exclude some elements from its program without adversely impacting its effectiveness? How important are certain components in increasing customer loyalty?

This book answers these questions. It is a direct result of the author’s scientific research and professional experience in the field of customer satisfaction and loyalty. This book represents the first scientific study that has tried to identify the best practices of customer feedback programs. Hayes formally collected information from many CFP professionals regarding how they structure their CFPs, and identified specific CFP practices that lead to higher levels of customer loyalty. Additionally, he worked first-hand with employees from Microsoft, Oracle, Harris Stratex Networks, Akamai, and American Express Business Travel in gathering insights and case studies to illustrate how to build a world class CFP. Learn why companies should look beyond the NPS as the ultimate question and learn how to design an effective CFP that will help improve the customer experience, increase customer loyalty, and, ultimately, drive business growth.

For those unfamiliar with CFPs, the appendices provide detail on methods used in the main body of the book: a discussion on methods of determining customer requirements (those elements of your business that are important to your customers), a complete discussion on how to write survey questions, and brief discussions on particular statistical analysis methods that can help you understand how customer feedback data are analyzed.

List of Figure and Tables
Preface

Part 1 : Introduction to Customer Feedback Programs
Chapter 1 : Beyond the Ultimate Question, and Measurement and Meaning of Customer Loyality
Chapter 2 : The Structure of Customer Feedback Programs
Chapter 3 : Customer Feedback Programs and Best Practices Study

Part 2 : Best Practices of Customer Feedback Programs - Management Processes
Chapter 4 : Strategy and Corporate Governance
Chapter 5 : Business Process Integration

Part 3 : Best Practices of Costomer Feedback Programs - Operational Processes
Chapter 6 : Survey Method
Chapter 7 : Reporting
Chapter 8 : Applied Research
Chapter 9 : Common Roadblocks to Increasing Customer Loyalty

Part 4 : Customer Feedback Programs - Two Stories
Chapter 10 : Turning Data into Profit the Oracle Way : Using the Customer Experience to Drive Improvement and Growth
Chapter 11 : Development of a Customer Feedback Program : The Akamai Story

Part 5 : Appendices
Appendix A : Determining Customer Requirements
Appendix B : Customer Satisfaction Questionnaire Construction
Appendix C : Measurement Scales
Appendix D : Frequencies, Percentages, Probabilities, Histograms and Distributions
Appendix E : Descriptive Statistics
Appendix F : Statistics, Parameters and Sampling Distributions
Appendix G : Decision Making and Hypothesis Testing
Appendix H : T - Tests
Appendix I : Analysis of Variance
Appendix J : Regression Analysis
Appendix K : Factor Analysis
Appendix L : Table of Random Numbers

Bibliography
Index

 
 
 
About Us | Contact us
loading...
This page was created in 0.30937314033508 seconds