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The Handbook of Customer Satisfaction and Loyalty Measurement, by Nigel Hill, Jim Alexander
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Customer satisfaction and loyalty are becoming increasingly important to most organizations since the financial benefits from improving them have been well documented. This book presents a thorough examination of how to use research to understand customer satisfaction and loyalty. It takes the reader step-by-step through the process of designing and conducting a survey to generate accurate measures of customer satisfaction and loyalty. The research process is explained in detail, including questionnaire design, analysis and reporting, but the book also covers other elements of an effective customer satisfaction process. These include project planning, communicating with customers before, during and after the survey, as well as providing internal feedback and taking effective action to address issues raised by the survey. There is also comprehensive coverage of loyalty measurement methodologies as well as the satisfaction-profit chain and associated modelling and forecasting techniques.
- Sales Rank: #6295347 in Books
- Published on: 2006-10-28
- Original language: English
- Number of items: 1
- Dimensions: 9.75" h x 7.25" w x 1.00" l, 1.10 pounds
- Binding: Hardcover
- 288 pages
Review
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
About the Author
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.
Most helpful customer reviews
2 of 2 people found the following review helpful.
A sound handbook
By Bill Godfrey
A simply written and thorough manual covering the rationale for and design of research into customer loyalty and satisfaction. It is written for the researcher rather than for the user of research. The early chapters establish the link between customer behaviour, customer satisfaction, loyalty and profit. The rest of the book works through exploratory and detailed research, PR, forecasting and related topics.
0 of 0 people found the following review helpful.
Book felt like it was missing key research and data that would ...
By mnben
Book felt like it was missing key research and data that would have supported the author's conclusions and recommendations. If you are looking for a single point of view about measuring satisfaction, this might be a good narrative overview.
0 of 0 people found the following review helpful.
A good tool to understand the ralation between satisfaction, loyalty and profitability.
By Pedro Lopez
It is a theorical aproach to the topic and the customer behaviour, mainly from the service point of view. A good tool to undersstand and elaborate satisfaction surveys, from the sample to the results.
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