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. Drawing from an extensive survey of American consumers and including examples from companies such as The Home Depot and UPS, The Satisfied Customer reveals some surprising conclusions about outreach strategy. It also teaches firms how to quantify and increase the value of their customer relationships - what author Claes Fornell calls the Customer Asset. Fornell's clarion call to managers worldwide is a must-read blueprint for understanding the value of customer satisfaction in modern business practice.
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