National Customer Satisfaction Index-UK

The Satisfied Customer

book cover

The groundbreaking book from ACSI founder

When faced with the choice between cutting costs or improving customer service, most companies focus on tangible assets. But in our service economy, the most important asset is intangible: a company's relationship with its customers. The Satisfied Customer is the key approach for understanding this fact of modern business and reveals the unheralded value of customer satisfaction. Drawing on the results from the ACSI and including examples from companies like Home Depot and UPS, Fornell presents some surprising conclusions about outreach strategy. He also explains how to quantify and increase the value of a firm's customer relationships—what he calls the Customer Asset.

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