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This 260-page hardcover text is the perfect place to begin a journey into understanding and implementing customer satisfaction measurement. This easy to read book was written for real customer service professionals, not statisticians. Using worked examples and real-life case studies, Nigel Hill's comprehensive guide takes you step by step through the entire process, from formulating objectives at the outset to implementing any necessary action at the end.
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.
This new, updated edition of the book (previously published as Handbook of Customer Satisfaction Measurement) contains considerably more information on loyalty measurement including four new chapters on the subject. As well as examining the nature of loyalty, the book provides detailed information on how this complex concept should be measured. The satisfaction-profit chain and associated modelling and forecasting techniques are also explained.
Whether you are directly responsible for measuring customer satisfaction or simply need to understand the issues and methods involved, this Handbook represents an unrivaled source of knowledge and advice.
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