Beyond the ultimate question; a systematic approach to improve customer loyalty.

9780873897723

Beyond the ultimate question; a systematic approach to improve customer loyalty.

Hayes, Bob E.

ASQ Quality Press

2009

396 pages

$65.00

Hardcover

HF5415

Hayes, president of the Business Over Broadway consulting firm, contends that an effective customer feedback program (CFP) is essential for company growth. The author illustrates how to measure customer advocacy, purchasing, and retention--the three elements of customer loyalty--to provide a basis for managing customer relationships and maximizing growth with new and existing customers. He notes that while there are literally hundreds of ways to set up a CFP, there are essential questions that need to be answered. Those questions revolve around identifying the critical elements for a program's success, the importance of specific components in cementing customer loyalty, and excluding elements from a program without diminishing its effectiveness. The author answers those questions based on scientific research and his experience in the field.

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