Customer Value Measurement for Competitive Advantage
Peter BurgessSomerford ResearchThese days, there is hardly a company that does not measure, in one form or another, its customers' satisfaction. Since the Peters and Waterman classic, In Search of Excellence1, commended management to 'get close to the customer', businesses have pursued customer satisfaction some only in words, but many in actions as well.
Most companies start by establishing a customersatisfaction baseline. Then they target yearbyyear improvement. Typically the first two or three waves yield insight, action and improvement in customer satisfaction scores. But soon the insights...