Know Your Customer

Robert B. Woodruff

• 12 april 1996
• 9781557865533

Samenvatting:

* Integrates customer value and satisfaction into a comprehensive systematic measurement process called customer value determination. * Discusses predictions of future changes in customer value and satisfaction. * Explores actual company experiences which illustrate measurement techniques.

To meet increasing competition and the increasing demands of customers, Woodruff and Gardial argue that businesses must redesign and improve information processes to help managers learn about customers and markets, and these processes must be linked to key customer value dimensions.

Know Your Customer incorporates newer approaches to customer value measurement into an new, integrated information process called customer value determination, basing satisfaction measurement on the concept of value. Every step of customer value determination is discussed in depth, with guides to both qualitative and quantitative measurement techniques. The book also discusses applications of customer value determination to decisions across the entire organization, ranging from strategic to tactical.