Book Description
Unlike other areas of fund-raising, planned giving brings fund-raising professionals into contact with lawyers, accountants, financial planners, consultants, and wealthy donors. They need to be able to speak the same language as the donors and their advisors while still keeping their own organization's goals in mind. This book can help them address these and other vital issues related to starting, marketing, administering, and expanding a planned giving program.
This book is supplemented annually.
Book Description
ROI selling works within a company's existing sales methods to increase the effectiveness and production of their sales force.
Current economic conditions are forcing everyone from large corporations to smaller privately held companies to maximize their revenue streams from new and existing customers. To be successful, firms today must outsell their competition and exceed customer expectations-thus creating long-term satisfaction and loyalty.
While basic sales methodologies instruct salespeople on the nuts and bolts of the sales process-who to approach in an organization, when to ask questions, and what to ask-ROI Selling takes them to a new level. Using a unique ""360 Degree Measurement"" technique, this guide provides practical tools for turning valuable customer feedback into a compelling case for their products and services.
Sales professionals will be able to demonstrate to the customer how their products and services will produce a more successful and tangibleoutcome than the competition. Techniques from ROI Selling are currently being used to effectively increase the productivity of sales forces in a variety of industries, and they have been licensed by the authors of Solution Selling as part of their training programs that reach thousands of sales professionals each year.
Through the use of actual case studies, ROI Selling provides stories, success criteria, and actual statistics on value estimation to aid readers in building compelling ROI models for their own products and services.
Customer Reviews:
Should be part of every enterprise sales and marekting managers well thumbed library.......2007-05-01
As part of our mantra at Rocket Builders to bring metrics into sales and marketing I was asked to review this book. A very valuable book for those in the enterprise sales market and/or markets where the customer needs material that really shows the ROI from using your goods and services. This includes customers who have become "jaded" by implementations that took longer and cost more than budgetted with little to show for it. They will love the part where you can show them the cost of waiting/not deciding. (So will you)
Not a book for the faint of heart as it is quite thorough and all encompassing wrto getting and using metrics in sales. It is definitely written with VP sales and CFO in mind. The very last chapter discusses ROI used in marketing and despite the brevity, it is a useful chapter. If I was to point to one flaw, it is that this book, like so many others in sales , does not address how and why most marketing materials do not really help the sales process. The problem is as much due to sales as marketing. But that is the subject for another day(s)?
Chapters are quick, short and perhaps a bit too concise in explanation. It takes a while to get through and I would not recommend it as an airplane book. You need quiet, time and reflection to use this. If you do, the results should be very useful to you
.
Making money with ROI Selling.......2006-09-09
Having been a sales mentor for 7 years, and having sold large solutions into the Enterprise for 23, this book has been exactly what I have been looking for. The need to quantify value in an easy, neutral fashion, and have your prospect do it with you, is exactly how the deals are being done today in this overheated, competitive technology market.
I have adapted my practice to ROI selling, brought it to my clients, and have found new clients because of it. One of the best elements of the book is the ability to engage with the author, and actually get his help. In several instances, I did this, and it was very competitive and highly professional.
I recommend this to vendors selling software and technology, CEO's who have to buy those solutions, and executives who need to sell there projects to their own C-level. With tools like ROI Selling, you can more easily advance your business and career. Great work!
ROI Selling.......2006-07-19
Written with the professional in mind: very understandable and credible step by step process for gathering and collecting customer information which will be used in the ROI presentation. Very useful for all sales prefessionals - regardless of experience.
Ten times worth it !!.......2006-04-07
I really recommend it to any person who wants to learn how to build a solid Roi Model. This is the best tool to show your prospects/customers a truly value justification based on real information from their own company. Improve loyalty 100%!!
I am glad I found this book!
Congratulations to the author!
ROI Selling Experience.......2006-02-14
ROI Selling: I recommend for any individual working on or thinking about implementing value justification/ROI documentation into the sales process. As more and more sales situations increase in complexity the greater the need for a valid credible documentation of ROI will be needed. Customers do not have a sohpisticated method of valuing a solution, those sales professionals that can provide a credible model will win more than lose.
The methodology is great. The process the book uses is very nice to follow and not only is helpful on a general level but is providing actionable results.
My only wish is to have more examples from real life that could be packaged on a cd-rom. However the handful that are provided are a great starting point from which to build.
Even if you think you have a good ROI model you should get this book to validate your model.
Book Description
Why are a select few service firms better at what they do -- year in and year out -- than their competitors? For most senior managers, the profusion of anecdotal "service excellence" books fails to address this key question. In this pathbreaking book, world-renowned Harvard Business School service firm experts James L. Heskett, W. Earl Sasser, Jr. and Leonard A. Schlesinger reveal that leading companies stay on top by managing the service profit chain. Based on five years of painstaking research, the authors show how managers at American Express, Southwest Airlines, Banc One, Waste Management, USAA, MBNA, Intuit, British Airways, Taco Bell, Fairfield Inns, Ritz-Carlton Hotel, and the Merry Maids subsidiary of ServiceMaster employ a quantifiable set of relationships that directly links profit and growth to not only customer loyalty and satisfaction, but to employee loyalty, satisfaction, and productivity. The strongest relationships the authors discovered are those between (1) profit and customer loyalty; (2) employee loyalty and customer loyalty; and (3) employee satisfaction and customer satisfaction. Moreover, these relationships are mutually reinforcing; that is, satisfied customers contribute to employee satisfaction and vice versa.
Here, finally, is the foundation for a powerful strategic service vision, a model on which any manager can build more focused operations and marketing capabilities. For example, the authors demonstrate how, in Banc One's operating divisions, a direct relationship between customer loyalty measured by the "depth" of a relationship, the number of banking services a customer utilizes, and profitability led the bank to encourage existing customers to further extend the bank services they use. Taco Bell has found that their stores in the top quadrant of customer satisfaction ratings outperform their other stores on all measures. At American Express Travel Services, offices that ticket quickly and accurately are more profitable than those which don't. With hundreds of examples like these, the authors show how to manage the customer-employee "satisfaction mirror" and the customer value equation to achieve a "customer's eye view" of goods and services. They describe how companies in any service industry can (1) measure service profit chain relationships across operating units; (2) communicate the resulting self-appraisal; (3) develop a "balanced scorecard" of performance; (4) develop a recognitions and rewards system tied to established measures; (5) communicate results company-wide; (6) develop an internal "best practice" information exchange; and (7) improve overall service profit chain performance.
What difference can service profit chain management make? A lot. Between 1986 and 1995, the common stock prices of the companies studied by the authors increased 147%, nearly twice as fast as the price of the stocks of their closest competitors. The proven success and high-yielding results from these high-achieving companies will make The Service Profit Chain required reading for senior, division, and business unit managers in all service companies, as well as for students of service management.
Customer Reviews:
the bible.......2007-01-16
This should be everyone's bible. 6 stars! It is the best business book available . . . If you're going to read one book this is it...forget "one minute manager" or "good to great", "freakonomics" or "world is flat". Read this and know it and undersand its implications.
A Mandatory Reading for All Service Industry Executives.......1999-09-06
In "The Service Profit Chain," the author uses extensive case studies and empirical data to demonstrate how successful companies can achieve customer satisfaction, employee satisfaction, and at the same time, profit and customer growth. Too many companies are focused on the next quarterly earnings release that they don't ever see the lifetime value of their customers. Finally, managers at service industries won't have to keep trading off employee satisfaction in order to achieve customer sastisfaction, and customer satisfaction won't be viewed as a cost factor and a drag on profit growth. Service companies that just don't understand these concepts won't be around for long! As we embark into the e-commerce age, service and technology companies that can quickly apply these concepts within their business models (where there is no direct, face-to-face, contact with the customers) will build a truely competitive advantage. Let's review the successful ecommerce companies in 5 years, and see how many have adopted the principles in "The Service Profit Chain."
An excellent approach to designing a company.......1999-04-26
I think the authors provide a powerful and empirical approach to designing and analyzing a service organization for success. The recommendations are not always intuitive nor easy to implement, but, based on my experience in several industries, I think they are nearly always correct. With a partner, I am starting a own company and have read this book twice very carefully, with lots of notes in the margins, to make sure we do the important things well.
A Benchmark in Customer Value Management.......1999-03-10
This is the type of book that can change an entire corporate vision. The authors are meticulous in presenting their philosophy, and back every word with carefully researched examples from best practice companies. Unlike many of the "quick read" publications that present a superficial view of service (particularly from a marketing perspective), this book is clearly the result of several years work in the field. Every corporate manager who is serious about customer value management needs to take some time out to study the Service Profit Chain.
the magnum opus for the service management field.......1997-10-11
As a former student of Heskett's and Sasser's in the early '70's, I have followed their research in the field of service management. As a student and consulting practioner of "high performance service management" for 18 years, I have over 50 books in my library on "service management" with publication dates going back to 1976. This book provides not only a refined summary of all of the best service management theories, but it breaks new ground as far as making a new service order happen within a business.
If you want to truly achieve - distinctive and sustained levels of service, lower total costs, higher everyday margins, and happier, more loyal employees and customers, then this book is for you. It is well written and organized, but it is a process book instead of one with a lot of quick-fix, anecdotal stories that have been unproductively popular for too long. You will have to work intellectually to get through this book, but you will be conceptually re-oriented down the right path towards true competitive advantage.
The book does update and improve on the authors' own research and publishing - notably Heskett's book entitled "Service Breakthroughs" (Free Press, 1990). In the "what's new" department, what I liked best was the third part of the book sub-titled "Putting It All Together". To go from a top-down, financial management company to a bottom-up, service excellence performer takes a total transformation starting with the dated, unspoken core assumptions or beliefs of the CEO. The authors illustrate with case studies that big change is necessary for big gain, but it most often will involve some big pain. They do an excellent job, however, of preparing the would be change artist for the transformational bumps ahead.
D. Bruce Merrifield, Jr bruce@merrifield.com http://www.merrifield.com
Book Description
Create an effective, comprehensive communications strategy in an age of information overload
Fax, e-mail, 1-800 numbers, the Internet, infotainment—with so many new and traditional media available, it should be easy for a nonprofit to connect with its constituents. Yet each new technology brings new challenges, adding more messages, more voices, and more information to the clamor. Nonprofits now have to compete harder than ever to win the attention of a media-jaded public. That's why it is crucial that today's nonprofits develop comprehensive, coordinated communications plans that are detailed enough to cover all the bases, yet flexible enough to compensate for the unexpected. Strategic Communications for Nonprofit Organizations shows you how.
In this book, Janel Radtke introduces all-important communications concepts and issues in plain English. Taking a wholly practical, in-the-trenches approach, she combines expert insights, real-life case studies, and clear, step-by-step instructions to demonstrate nonprofit communications strategies that work. She provides:
- An easy-to-follow, 7-step program for developing a comprehensive, multifaceted communications plan
- A disk containing all the worksheets, forms, surveys, and self-assessment tools you need to create a total communications plan
- Techniques for matching the message with the medium and for adapting both to specific purposes, such as fund-raising, advocacy, public education, PR, and more
Strategic Communications for Nonprofit Organizations helps you coordinate and streamline communications efforts. It provides proven techniques for guaranteeing that you send the right message to each constituency group or audience, and that you hit your mark every time.
Customer Reviews:
Radtke hits the mark.......2000-12-04
Radtke takes a generally vague term "P.R" and makes specific, detailed entry ways that prove essential in the creation of a public relations framework. The text concentrates on breaking up tasks into manageable units from the creation of the perfect mission statement to completion of an internal audit. The internal audit is a great example of the way Radtke approaches every angle of the P.R. question; Radtke isn't just focused on demographics (or psychographics or geographics--all are explained here) or target audiences but she also encourages readers to investigate the inner workings of their specific organization. By examining the specific organization (from the number of phones to the personality of the staff) Radtke helps you design the most appropriate plan for your non-profit group. The accompanying C.D. helps you utilize the detailed models in the text and it's terribly easy to use, making the learning process much more fun. My only complaint would be that the information presented is a bit dense, making steady reading somewhat difficult. However, I reccomend Lawrence Wallack's straight forward "News for a Change" as an aid to Radtke's detailed vision. However, Wallack doesn't tackle as many issues as Radtke and her text still stands alone.
Book Description
Surefire, down-and-dirty guerrilla marketing tactics for businesses of all sizes
Lottery ticket giveaways, discounts for customers who rip competitors' ads out of the yellow pages, paying people to picket your store with signs proclaiming your low prices and great service . . . These are just three of the hundreds of cheap, surefire marketing tactics contained in 401 Killer Marketing Tactics to Increase Sales, Maximize Profits, and Stomp Your Competition. Expert Tom Feltenstein arms you with a veritable encyclopedia of tested-in-the-trenches marketing and promotional solutions.
This fully revised and updated edition of Feltenstein's acclaimed guide features:
- Real-world examples from dozens of Feltenstein clients, including Disney, Ben and Jerry's, Texaco, Coca-Cola, Hyatt, and more
- An encyclopedia format designed for ready reference
- A different idea on each page--and how to make it happen
Book Description
This book captures the exciting potential for business and nonprofits to partner for mutual benefit and discovery. Cause marketing aligns nonprofits and businesses to combine the power of their individual brands with a company's marketing might to achieve social and shareholder value while communicating their values. Cause Marketing for Nonprofits changes the way nonprofits view and execute cause marketing programs. It provides a wealth of hands-on, practical experience that can benefit any nonprofit organization interested in this innovative and growing form of generating revenue, building profile and achieving mission. No nonprofit can afford to ignore the contents of this important new book, the first designed specifically for the sector.
Book Description
Managers today are understandably skeptical of the promises of new technologies. During the 1990s, vendors of both enterprise applications and Internet platforms promised enormous benefits. Companies invested large sums, but the benefits either failed to materialize, or came at a high price. Managers sacrificed flexibility and struggled to collaborate with business partners-a crippling disadvantage in today's marketplace.
Now, leading business strategist John Hagel III has a refreshing message for managers burned by over-hyped technologies, yet pressured to find innovative ways to deliver more value with fewer resources. He focuses on a new generation of technology-known as Web services. This technology connects existing IT platforms in more automated and flexible ways, leading to much lower operating costs.
The premise is practical and devoid of "change the world" promises. That very pragmatism, says Hagel, will drive enterprises to adopt it. In this book, he provides a clear view of the business implications of Web services: its distinct capabilities, its power to deliver near-term profits, and its potential to drive long-term growth.
Drawing from the experiences of pioneering adopters, Hagel shows how Web services will enable companies of all sizes to:
- Realize bottom-line savings quickly with modest investment
- Leverage investments in existing applications and create more flexibility
- Target specific areas for near-term cost reduction
- Establish-or leave-business relationships fluidly and inexpensively
- Create leveraged growth platforms for long-term competitiveness
A landmark book for CEOs, strategists, and IT managers, Out of the Box addresses near-term cost concerns and requirements for future success. As it discusses Web services, it provides deep insights into business strategy. At its core, this book tackles the most fundamental business issue facing managers today: how to continue to create value as competition intensifies. It also outlines innovative approaches to business process management and organization.
John Hagel III is a business consultant based in Silicon Valley, and is coauthor of two best-selling books, Net Gain and Net Worth. He has served as a senior executive with various technology companies and spent sixteen years as a Partner at McKinsey & Company, Inc.
Customer Reviews:
How distributed data can bring new horizons.......2005-06-17
This book is supposed to describe the benefits of using Web Services and XML to join data of various resources from different organizational units or cooperating enterprises into a single entity, but if you omit this particular "Web Services" technology, you will get a high-level outlook of problems and solutions of information technology in the modern world. You will see how the inability to processing data in correct way can slow down the development of a particular service or product. And you will see how distributed data can bring new horizons. Take fixed or cellular operator as an example. Lots of improvements have been postponed just because there was no correct billing software ready. There are many real world examples in the book to support the author's idea. All these examples are very noteworthy. I can recommend "Business @ the Speed of Thought" by Bill Gates in addition to this book.
A different way of thinking about web services.......2003-09-17
If you're like me and spend a lot of time with techies and read lots of tech journals, you're well familar with the "nuts and bolts" of how web services work. "Out Of The Box", however, takes a decidedly different approach, exploring not only what web services are, but also how they came to be, and where they're going.
John Hagel's observations are generally high-level and strategic, exploring the ways that web services can change how businesses operate and interact with one another. Hegel's thesis is that web services have the power to transform the fundamental ways in which business is conducted, removing many of the barriers and problems in information management, and allowing business relationships to form and dissolve more rapidly than ever before. As a result, wholly new business models can emerge that allow businesses to respond to changes in customer preferences, compensate for new economic or political realities, and make continuous improvements in quality and value.
A highly readable work, just about the book's only weakness is that it is indeed based largely on conjecture, and the premise that today's web service protocols will form the foundation of long-term IT development. Anyone even remotely familiar with IT knows that change can be sudden and dramatic. However, Hagel presents a lot of sound and creative thinking that is especially helpful for an emerging technology such as web services.
"Out Of The Box" should be essential reading for any manager or executive whose job involves implementation of web services at any level. By contrast, techies will find this book sorely lacking in specifics. But that's okay, as there are a host of other books by O'Reilly and other technical publishers that do an excellent job of "drilling down" into the details of the technology.
Great intro to web services for non-techie.......2003-06-06
This book did the best job of anything I've read in describing what web services is, the history behind it and what it means for businesses.
Good start but just the beginning.......2003-05-24
As Hagel has done in his other books, he successfully synthesizes a signficant emerging trend into some provocative concepts and models. The three phases of restructuring, reduced cost of interaction, notions of loosely coupled process networks, unbundling/rebundling, etc. are all provocative and applicable concepts. There is much that I liked alot in this book and many new and interesting examples bring his ideas to life. I have already handed out over 50 copies of this books to friends and associates.
As with Hagel's other books, however, some of the concepts are taken too far almost to the point of being contrived...or to an unpractical level of abstraction. I think he actually could have left the almost "technical" explaination of the Web services grid out entirely. Components of the Web-services architecture don't tie to the rest of the book. A non-technical exec could skip/skim that chapter entirely and not miss much and still gain lot's from the book. Bottom line: Web-services (2nd Generation Web apps) facilitates easy connections between systems and building and extended real-time enterprise(big deal) but is still very much a work in progress...with lot's of value to be achieved today while remainder of grid is maturing.
I think there will be many more books written on this topic. The next logical one would examine and model the economics of process networks and rebundling while providing examples of rebundling and likely incorporate offshore/low-cost sourcing...and illustrate the practical tradeoffs, returnes, risks, against the existing human capital.
Great start!
Exciting Concept Which Could Overpromise.......2003-05-11
Out of the Box provides a visionary approach to the promises of this new web programming and architecture called web services. In the second chapter he warns the ready about the writing becoming technical challenging but does a fair job of bringing the technology to the beginner's level. Perhaps more business books should help executives understand Internet technology so that the complexity could be appreciated in a realistic light. As with many books which try to predict future trends in Internet technology in business, Hagel works from a limited number of examples and tends to overuse some. The main weakness of the book is what many who purchase IT consulting services understand too well - early applications of new technology can easily be overpromised and deliver disappointing or more costly results. However, the book's strength is its forward-looking application of a technology that does indeed have great potential.
Customer Reviews:
Don't Just Relate - Advocate!.......2007-01-12
A well written text by an author with vision and insight. The material is accurate and to the point and easily understood. The sales method described in the text is sure to be the sales method of the future and companies that do not understand this and do not attempt to use the lessons taught in the text will be the losers.
Regaining Customer Trust Is Not for Greedy Sissies.......2006-07-16
To many, the idea of "trust-based marketing" sounds like a contradiction in terms. But according to MIT Sloan School Professor and entrepreneur Glen L. Urban, it's the only way that forward-looking companies can find a competitive edge as customers become more wary and the Internet has become the great equalizer. The irony is that Urban's concept is not new but a back-to-basics philosophy, for instance, when one thinks of the classic scene in 1947's "Miracle on 34th Street" in which the alleged St. Nick tells a Macy's shopper to go to Gimbel's to get a better price on a desired toy, the customer becomes even more loyal to Macy's than ever. This is a genuine example of what Urban calls customer advocacy where a firm seeks to advocate its customers by helping them discover and apply the most appropriate solution for their needs, even if it ends up that the company cannot do it with its own products or services.
Humanism of this sort has its limits, but the point is to reach as far as possible toward that point where the company becomes known as a trusted advisor, i.e., the optimum market position between its own products and the broader needs of customer. This will engender positive word-of-mouth, which should consequently help to reduce acquisition and marketing costs. For many companies, this will require quite a makeover in which not only the way of doing business becomes significantly changed but also the branding and infrastructure essential to support it. Urban, however, makes a strong case for such an investment and provides guidance in a helpful, stepwise fashion. These elements include focusing on customer success and being more open to customer knowledge, creating a sustainable brand based on customer advocacy and creating an actual brand community, and providing the appropriate incentive compensation to staff. An advocacy-based strategy for a company may sound new-fangled, but Urban really shows the necessity of coming back to what the customer wants and realizing that finding it goes beyond one's offering. Highly recommended.
Making an old movie idea into mainstream marketing........2005-12-07
As I was reading this book the old movie 'Miracle on 34th Street' came to mind. In this movie Macy's store Santa tells some of his visitors that Macy's didn't have just what they wanted but that Gimbal's did. (I don't remember the exact situation or wording.) Macy's management is apalled until they start getting feedback from their customers who are so happy with Macy's that they spend more than they planned. Then they rally to support Santa.
Dr. Urban has written this book to broaden this concept and discuss it's applicability to the real world. He proposes that businesses get closer to their customers by deliberately seeking their advice on things like what do they want on new models. He points out that this kind of marketing may be meaningless in some companies (if you're selling corn or pork bellies it's quality and price), or if you have a monopoly on a particular service or product.
Surprisingly though he talks quite a bit about the way General Motors has done some programs that have produced good results for them in a variety of ways. GM is not one of those companies you normally think of in terms of exotic marketing campaigns.
A very interesting book that makes you want to stop and think about your own marketing plans.
Exciting and appealing: common sense ideas that are not too common.......2005-12-04
Glen Urban is someone you need to listen to. His experience with the area of Marketing in and out of academia has earned him the right to introduce new and bold ideas that may signal the way of the future. In "Don't Just Relate -Advocate!" he does exactly that, beginning by acknowledging that we are living a new age, where customers are in power and traditional marketing paradigms, such as push/pull schemes or more recent CRM-based approaches fail to succeed as they used to before. In the face of the abundance of options, information and simplicity of conducting business, all of which obey to the penetration and evolution that the Internet has accomplished, companies that want to continue to thrive have to seriously consider trust and advocacy-based marketing -the new paradigm he presents- as the option to pursue.
He describes the model he proposes in detail, providing those interested in exploring it further with tools to apply to their own settings all the way from an initial assessment of their firm's situation to tips on how to have the model permeate into the different functional areas of the company, to give it the needed foundations it needs to succeed. While he clarifies that he doesn't feel advocacy is for every situation/company, he later counterargues with what he calls the Advocacy Imperative: "If you do not do it, your competitors will!", further confirming his conviction that this is the one way winners will be left to take in the future, if they want to continue to win.
Overall, this is a very good book, with plenty of practical examples from the author's research and consulting experience, for readers to relate with, regardless of their industry. The book is very well structured, exciting and appealing, and though it does repeat previously cited examples once in a while, for the most part, it keeps you engaged through its entirety. As for me, I intend to share the learnings from it with my peers and higher ups.
A Good Read!.......2005-11-29
This is an unusual business book for two reasons: it presents a new marketing idea in which companies act as advocates for their customers; and it is a polemic that insists this strategy is the next big thing in marketing. Unfortunately, author Glen Urban does not quite make a powerful enough case for either position. The basic idea of customer advocacy is straightforward, and Urban does a good job of explaining it in the first chapter. However, he tends to repeat the same ideas and examples, interspersed with the reasons he believes trust-based marketing is the next logical step in the field. Although some of his concepts are fresh, the book lacks the substance it would need to serve as the foundation for a broad-based marketing strategy. Still, we urge marketing strategists interested in trust-based marketing to read it. Although Urban may not convert you into an advocate, his ideas are original and will plant useful seeds.
Average customer rating:
- Solid- with a good step-by-step on survey design and implementation
- The Subtitle Says It All...The Book Explains It All
- A hands on book that you can put to action
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Improving Customer Satisfaction, Loyalty, and Profit : An Integrated Measurement and Management System
Michael D. Johnson , and
Anders Gustafsson
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ASIN: 0787953105 |
Book Description
A Book in the University of Michigan Business School Series It's a simple equation: no customers equals no profits. So how can a company ensure that its customers enjoy a consistently satisfying experience? In this book, two experts from the University of Michigan Business School lay out a five-stage process that links all of the key measures of customer satisfaction with marketing strategy and product development to guarantee excellent customer service. Johnson and Gustafsson show managers how to break down the organizational barriers that defy great customer service and instead tie together their customer value chain to create a cohesive customer measurement and management system. So, if like most companies, yours has only a fleeting understanding of its relationship with its customers, this book offers the organizational know-how to make and keep them happy.
Customer Reviews:
Solid- with a good step-by-step on survey design and implementation.......2006-02-16
This book focuses on linking customers' needs with a company's processes to create the best customer experience possible. The book outlines a five-stage process to create this link and thereby improves customer satisfaction, loyalty and profit.
Stage 1: Identify the system's purpose and goals. Create a customer measurement and management system to analyze and understand the company's entire system for generating profit.
Stage 2: Utilizing qualitative research, a model of customer views of products and services offered customer satisfaction, and loyalty and retention. This stage shifts the focus from the company's perspective to the customer's perspective.
Stage 3: Design a customer survey using the lens of the customer created in Stage 2 to measure loyalty, quality, and satisfaction. Various survey formats are presented.
Stage 4: The survey results are analyzed utilizing advanced statistical methods to figure out what can be done to improve customer satisfaction and to assess the impact actions will have on revenue.
Stage 5: Based on the impact actions will have on the bottom line, priorities will be set to improve quality. This system will make a direct link between quality, loyalty, satisfaction, and profit. The system allows for the user to continually review and assess quality.
The Subtitle Says It All...The Book Explains It All.......2001-04-21
This is one of several excellent volumes in the University of Michigan Business School Management Series in which the authors provide a cohesive, comprehensive, cost-effective customer measurement and management system which consists of five separate but related stages. Specifically, they explain:
? How to identify the system?s purpose and goals, deciding which customers to include and how to group them into natural segments that reflect their interests and purchasing patterns
? How to use qualitative research to build the ?lens of the customer?, a model of customer views of the products and services that you provide, customer satisfaction, and the loyalty and retention that result
? How to use the lens of the customer to build a customer survey to measure quality, satisfaction, and loyalty
? How to use the lens again in analyzing data from the customer survey, both to determine what could be done to improve customer satisfaction and to assess the probable effect of each potential improvement on bottom-line financial performance
? How to set priorities for quality improvement, using the information developed from the survey as background for business decisions, and then implement the decisions according to the priorities set by management
Whew! That?s a lot! Fortunately, Johnson and Gustafsson devote a separate chapter to each of the five stages of the process.. They also provide three valuable appendices: A mini-case study of the Ratorp Tire Company, the NACS Customer Satisfaction Survey, and a Data Analysis in Practice. If your organization needs to improve customer satisfaction, loyalty, and profit, here is an excellent source.
A hands on book that you can put to action.......2000-09-15
This is a great book for people who have always wanted to be actionable in analyzing customer satisfaction and loyalty data to make strategic decisions. The book provides concrete examples with real data to step you through in building satisfaction models that lead to bottom line performance. It is extremely well written for a broad range of audience from the novist to the experts. This book not only provides you with the necessary tools to run models but also explains in an easy to understand manner the underlying reasons and background as to how customer satisfaction and loyalty models should be approached. I would highly recommend this book to anyone who desires to have the ability to actually run customer satisfaction models and make intelligent interpretation and executive decisions.
Book Description
Reflecting the most recent, relevant information in the field, this best-selling text forms a conceptual and practical foundation for marketing in nonprofit organizations. Its coverage encompasses the entire marketing process, providing valuable insights on strategic evaluations, positioning, market targeting, and more.
Customer Reviews:
Great Nonprofit Marketing Text!.......2007-05-12
This book was required by my college professor, and I enjoyed reading it. It is very easy to read and very enjoyable as well. Excellent examples, and well laid out material. The course was very good as well. If you want a good introductory book about marketing services for a Nonprofit Organization then consider this one.
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