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Volume 23, Number 15 Copyright 2006 Business Book Review, LLC All Rights Reserved
Satisfaction
How Every Great Company Listens to the
Voice of the Customer
Introduction
Customer satisfaction is a mantra in many companies. Read the mission statement or annual report of many businesses
and they talk about the importance of their customers. In Satisfaction: How Every Great Company Listens to the Voice
of the Customer, Chris Denove and James D. Power IV make a case that companies must do much more than talk about
customer satisfaction. Through examples and anecdotes gathered from customer satisfaction surveys, Denove and Power
show why customers must be the focal point for every aspect of a businessfrom the top down, and the authors provide
guidance for anyone who wants to ensure that his or her customers walk away 100 percent satisfied.
Business Book Review Vol. 23, No. 15 Copyright 2006 Business Book Review, LLC All Rights Reserved
Satisfaction
Key Concepts
Denoves and Powers Principles of Consumer
Satisfaction:
1. Draw the financial link between satisfaction and
profits.
2. Understand the difference between satisfaction
and advocacy.
3. Identify a companys unique customer
touchpoints.
4. Heed the dangers of overpromising.
5. Build a culture of customer satisfaction from the
top down.
6. Understand the role of management versus the
role of frontline employees.
7. Empower frontline employees to do the right
thing.
8. Use problem resolution as an opportunity to
drive advocacy..
9. Use the Internet to drive customer satisfaction.
10. Focus on real customer satisfaction not just
customer satisfaction scores.
11. Develop an infrastructure built around the voice
of the customer.
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Remarks
Denove and Power discuss customer satisfaction from
A to Z, and they provide good information about what
makes a consumer satisfied. They back their conclusions
with compelling research taken from decades of customer
satisfaction surveys and with anecdotes from companies
that understand how to satisfy customers.
The authors put together a strong case for why customer
satisfaction should matter to every executive, and they link
it to the bottom line. Satisfied consumers are loyal, and
if a company is lucky, they will turn into advocates for a
companywalking advertisements if you will. But, it is a
thin line between assassin and advocate and Satisfaction:
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Satisfaction
Reading Suggestions
Reading Time 10-12 hours, 264 Pages in Book
This book is densely packed with ideas, information,
research, and anecdotes. Each point the authors make is
richly illustrated. Each chapter is basically a lesson on some
aspect of customer satisfaction that comes complete with
problem, diagnosis, solution, and plenty of examples.
For those who want the complete course on customer
satisfaction, it will be best to read the entire book in order
to understand the psychology of the customer, and how to
put systems and processes into place that will best serve
the customer. A complete reading will help an executive
to completely understand the link between profits and
satisfaction, and how to institute a customer satisfaction
program that will provide a strong return on investment.
This book can also be used as a refresher course or how to
guide, if you have a specific area of customer satisfaction
that needs to be addressed.
However a reader chooses to use this book, it is a good
read for anyone who is interested in learning more about
customer service.
CONTENTS
Chapter 1: Show Me the Money
Chapter 2: Loyalty: The Common Denominator for
Improving Customer Satisfaction
Chapter 3: Sorry, Boss, But it Was Out of my Control
Chapter 4: The Good, the Bad, and the Advocates
Chapter 5: Different Companies, Different Touchpoints
Chapter 6: Too much of a Good thing
Chapter 7: Promises, Promises
Chapter 8: Sending a Message from the Top
Chapter 9: Hitting the Jackpot
Chapter 10: The Superhero Who Dressed as a Janitor
Chapter 11: Trusting Employees to do the Right Thing
Chapter 12: Turing Bad Customer Encounters into Wins
Chapter 13: Building a Community, or How to Turn Your
Customers Into Fans
Chapter 14: The Internet: Filling the Information Void for
Customers
Chapter 15: Taking Control of the Online Experience
Chapter 16: Manage the Store, Not the Score
Chapter 17: Voice of the Customer
Business Book Review Vol. 23, No. 15 Copyright 2006 Business Book Review, LLC All Rights Reserved
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Satisfaction
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