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The Handbook of Customer Satisfaction and Loyalty Measurement
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Reviews of the previous editions: '... if you can't tell your PFIs from your PIMs then this is the tome to put you straight.' Loyalty Magazine 'A pragmatic tour-de-force. A comprehensive "how-to" guide to customer satisfaction and loyalty measurement. Clearly written. Easy to follow. In all, a book that sets itself an objective in Chapter 1 - to "explain how to carry out professional customer surveys...on which you can base important management decisions" - and then hammers on to fulfil its brief comprehensively.' The Institute of Direct Marketing Website
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Nigel Hill has been involved in measuring customer satisfaction for 20 years, forming the Leadership Factor to specialize in the discipline in 1996. He has written extensively and spoken at conferences around the world on the subject and manages customer satisfaction projects for many leading companies. Jim Alexander has over 30 years' experience in using management information and market research for decision making. This includes commissioning market research and customer satisfaction studies for HP Bulmer, Volvo and Mercedes Benz and Rolls Royce. Jim now manages customer and employee satisfaction surveys for many of The Leadership Factor's major clients.
Contents: Introduction; Why measure customer satisfaction?; Loyalty; The satisfaction-profit chain; Survey objectives; Understanding customer behaviour; Exploratory research; Sampling; Survey options; Questionnaire design; Interviewing skills; Analysis and reporting; PR aspects; Measuring loyalty; Modelling and forecasting; Maximising the benefits; Appendices: Examples of customer satisfaction questionnaires; SERVQUAL; Glossary of terms; Additional information; Bibliography; Index.