Macmillan Childrens Publishing Group
The Satisfied Customer

The Satisfied Customer

Winners and Losers in the Battle for Buyer Preference

Claes Fornell

St. Martin's Griffin


Trade Paperback

In our service economy, the most important asset is tough to quantify: a company's relationship with its customers. In this must-read examination of customer relations, Claes Fornell draws out a blueprint for understanding this fact of modern business and reveals the unheralded value of customer satisfaction. Drawing on the results of a massive survey of American consumer satisfaction and including examples from companies like Home Depot and UPS, Fornell explains how to quantify and increase the value of a firm's customer relationships--what he calls the Customer Asset. Arguing that exceeding a customer's expectations is risky, and increasing customer complaints can actually be a good thing, his conclusions about outreach strategy are bold and often surprising.

Choice Outstanding Academic Title


Praise for The Satisfied Customer

“In today's world of intense global competition, customer satisfaction is a given. Without it, customers quickly move on to another of their endless choices. And they never return. That's why The Satisfied Customer is a must read.” —Jack Trout, author of The 22 Immutable Laws of Marketing and Differentiate or Die: Survival In Our Era of Killer Competition

“First rate! An engaging and practical book full of useful concepts and tools by one of the foremost experts on consumer satisfaction. Be a winner in the battle for customers and read this book.” —Bernd Schmitt, author of Customer Experience Management and Big Think Strategy

“Claes Fornell reminds us if we want to achieve long-term growth and success, companies must invest in their customers. The challenge is knowing how to make smart investments and what measurable outcomes are essential to create satisfied customers. Professor Fornell is providing an important resource for all of us who rely on customer satisfaction to drive the growth of our brands and businesses.” —David Brandon, chairman and CEO, Domino's Pizza, Inc.

“The concepts and strategies discussed in this book will greatly help business leaders align their organizations in a way that provides tangible results in value creation, customer retention and improved brand position. Fornell's insights bridge from the boardroom and investors all the way to the frontline serviceworker.” —Jon Ward, Managing Director, Lazard Freres & Co., LLC

“For more than 100 years, AT&T has adhered to the philosophy that delivering an unparalleled customer experience is the key to the long-term reputation and financial health of a company. Mr. Fornell's passion for this same principle makes him one of the business world's leading customer service champions.” —Ralph de la Vega, President and Chief Executive Officer, AT&T Mobility

Reviews from Goodreads

About the author

Claes Fornell

Claes Fornell developed the American Customer Satisfaction Index. The founder and chairman of CFI Group, an international consulting firm with offices in ten countries, he is the Donald C. Cook Professor of Business at the Stephen M. Ross School of Business and the Director of the National Quality Research Center, both at the University of Michigan. He lives in Ann Arbor, Michigan.

Claes Fornell

Claes Fornell

From the Publisher

St. Martin's Griffin

Latest on Facebook