In this lively and readable book, the authors argue that in recent years far too much has been made of customer satisfaction, and that this has come at the expense of hard-edged consumerism. Whether or not "the customer is king," the first rule of business is to make money. Pragmatic and practical, the book destroys seven key myths about customer management that have gained almost folkloric status, and provides a step-by-step action plan for linking customer service with commercial goals.
The Seven Myths of Customer Management is about developing customer focus. It is not about being 'nice' to customers; it is about creating a sustainable and profitable business. This book argues that far too much has been made of customer satisfaction and the primacy of the consumer, far too little about balancing customer orientation with sharp-edged commercialism.
Written in a lively and readable style, The Seven Myths of Customer Management uses anecdotes and charts to illustrate practical and pragmatic advice on how to become more customer focused-the essential balance between the twin evils of customer- or company orientation.
The book begins by dispelling seven myths that have achieved almost folkloric status.
It then moves on to discuss how to achieve true customer understanding, calculate their value and manage them profitably-in the real world! It shows how to align the whole organisation behind common, customer-focused commercial goals; and highlights the reasons why so many companies are failing to achieve their latent customer value. Finally, it provides a step-by-step action plan describing how to put the pieces together, including what needs to be done, when and why.
The Seven Myths of Customer Management is for anybody who deals with customers or is responsible for corporate profitability. It is for everybody who is inquisitive and wonders whether there is a different and more successful path...
