Do
we need another book on customer satisfaction? Probably
not. But this one is an exception. One would have
thought that by now every aspect of customer satisfaction
has been explored and written about. Surprisingly,
Avinash Narula has done an excellent job of elaborating
on a very interesting and simple concept of the
invisible Unhappy Customer Stock Exchange which
he had introduced in his first book on customer
satisfaction – Customer Math. If
you have difficulty in achieving reasonable growth
and profit targets (who doesn’t?), you will
find the cause of and the solution to this universal
problem in this book. He blames it all on companies
exchanging their unhappy customers with the unhappy
customers of their competitors. Probably for the
first time, somebody has explained what customer
satisfaction and retention have to do with brand
equity and asset value using the concepts of financial
and marketing theory. To top it all, the author
uses simple math to prove his point.
The book is interspersed with posters and customer
interaction stories. Written in simple story telling
style, the concept is simple to grasp.
Interesting.
Innovative. A must read for everybody who has
customers. And who doesn’t? |
