AMA Handbook For Customer Satisfaction - Hardcover

DUTKA

Hardcover

ISBN 10: 0844234540 ISBN 13: 9780844234540

Publisher: McGraw-Hill Education, 1993

Synopsis

AMA Handbook for Customer Satisfaction unlocks the secrets to planning and implementing a comprehensive customer satisfaction program--the linchpin of any effective marketing operation in the 1990s and beyond. Concise, comprehensive, and easy to apply, this one-of-a-kind introduction to customer satisfaction provides marketers with the expertise to:

• Identify customers and prospects, their expectations and requirements
• Set research parameters to achieve specific marketing goals
• Design research questionnaires and conduct surveys that provide accurate, measurable results
• Analyze, report, and apply the findings to improve customer satisfaction--and business performance

Throughout, guidelines and models for preparing effective research and planning documents help marketers tailor programs to meet their individual needs. Research techniques are illustrated by dozens of examples from Burger King, Baxter Healthcare Corporation, and other companies whose customer satisfaction programs have had a positive impact on sales. "Alan Dutka shows you how to do it all--find your best customers and prospects, design your program around them, build questionnaires, conduct surveys and, most importantly, analyze and apply the results." -- Jeffrey Heilbrunn Former President American Marketing Association

About this title

From the Back Cover

AMA Handbook for Customer Satisfaction is an important and timely book that answers the needs of the growing number of businesses who know that they should be customer driven, but lack the expertise and tools to develop customer satisfaction strategies and put them into action. This book arms marketers not only with the necessary information, but with practical, step-by-step procedures to plan, research, evaluate, and apply well-designed and comprehensive customer satisfaction programs. Research specialist Alan Dutka begins by explaining why, in today's national and global economies, improved customer satisfaction is critical to growth. Detailing the planning steps essential to successful customer satisfaction research, he proceeds to describe and illustrate key research tools and methodsfrom questionnaires, interviews, and focus groups, through mail and telephone surveys, to sampling and testing procedures. Writing for every business executive, Dutka clearly explains the mathematical and statistical techniques needed to analyze research results accurately and professionally. Finally, he describes how to apply those results to achieve the organizations customer satisfaction objectives. Practical, comprehensive, and packed with model documents that can be tailored to any customer satisfaction program, this book will help marketers build customer relationships that improve business performance.

Edition details

• Publisher: McGraw-Hill Education
• Publication date: 1993
• Language: English
• ISBN 10: 0844234540
• ISBN 13: 9780844234540
• Binding: Hardcover
• Number of pages: 231