Ama Handbook for Customer Satisfaction - Hardcover

Inhaltsangabe

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

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