Beyond the ultimate question: a systematic approach to improve customer loyalty
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Milwaukee
American Society for Quality, Quality Press
2010
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XXXIII, 396 S. graph. Darst. |
| ISBN: | 9780873897723 |
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Datensatz im Suchindex
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|---|---|
| adam_text | IMAGE 1
BEYOND THE
ULTIMATE QUESTION A SYSTEMATIC APPROACH TO IMPROVE CUSTOMER LOYALTY
BOB E. HAYES
ASQ QUALITY PRESS MILWAUKEE, WISCONSIN
IMAGE 2
CONTENTS
LIST OF FIGURES AND TABLES XVII
PREFACE XXV
PART I INTRODUCTION TO CUSTOMER FEEDBACK PROGRAMS 1
CHAPTER 1 BEYOND THE ULTIMATE QUESTION, AND MEASUREMENT AND MEANING OF
CUSTOMER LOYALTY 3
THE MYTH ABOUT THE.NPS AS THE ULTIMATE QUESTION 5
POTENTIAL LOSS OF REVENUE WHEN USING THE NPS: AN EXAMPLE 7
OBJECTIVE MEASURES OF CUSTOMER LOYALTY AND FINANCIAL GROWTH 10
CUSTOMER LOYALTY SURVEYS 11
MEASUREMENT OF CUSTOMER LOYALTY 11 OBJECTIVE VS. SUBJECTIVE MEASURES OF
LOYALTY AND MEASUREMENT ERROR . . .. 12
WHAT LOYALTY QUESTIONS ARE MEASURING: A FACTOR ANALYTIC VIEW- 14
NPS VS. SATISFACTION VS. PURCHASE SAME 15
VII
IMAGE 3
VIII CONTENTS
SINGLE-ITEM MEASURES OR AGGREGATED
METRICS 15
CUSTOMER LOYALTY 2.0 AND BEYOND THE ULTIMATE QUESTION 16
CUSTOMER LOYALTY MANAGEMENT 16
DEVELOPMENT OF THE ADVOCACY, PURCHASING, AND RETENTION LOYALTY INDICES
21
ADVOCACY, PURCHASING, AND RETENTION LOYALTY 27
DESCRIPTIVE STATISTICS, CORRELATIONS, AND RELIABILITIES OF LOYALTY
INDICES 28 IMPACT OF CUSTOMER EXPERIENCE ON CUSTOMER LOYALTY DIFFERS
ACROSS
COMPONENTS OF CUSTOMER LOYALTY... 29 CUSTOMER LOYALTY AND AMOUNT OF
SPEND 30
RANKING COMPANIES ON LOYALTY 31
ALI, PLI, AND RLI PREDICT BUSINESS GROWTH 32
SPECIFICITY VS. GENERALITY OF MEASUREMENT 36
HAYES LOYALTY GRID 39
SUMMARY 41
CHAPTER 2 THE STRUCTURE OF CUSTOMER FEEDBACK PROGRAMS 43
ELEMENTS OF CFPS 43
MODEL OF CFPS 43
STRATEGY/GOVERNANCE 45
INTEGRATED BUSINESS PROCESSES 49
METHOD 50
REPORTING 51
RESEARCH. 52
SUMMARY 56
IMAGE 4
CONTENTS IX
CHAPTER 3 CUSTOMER FEEDBACK PROGRAMS AND
BEST PRACTICES STUDY 59
BEST PRACTICES 59
BEST PRACTICES SURVEY 60
SURVEY RESULTS 62
TYPICAL CFPS 65
IDENTIFYING CFP BEST PRACTICES 70
PART II BEST PRACTICES OF CUSTOMER FEEDBACK PROGRAMS- MANAGEMENT
PROCESSES 73
CHAPTER 4 STRATEGY AND CORPORATE GOVERNANCE 75
ADOPTION RATES FOR STRATEGY/GOVERNANCE- RELATED BUSINESS PRACTICES 75
STRATEGY/GOVERNANCE-RELATED CFP BUSINESS PRACTICES THAT IMPACT CUSTOMER
LOYALTY AND SATISFACTION WITH THE CFP 77
STRATEGY AND GOVERNANCE DRIVE A CUSTOMER-CENTRIC CULTURE 80
BUILDING A CUSTOMER-CENTRIC CULTURE: AN EXAMPLE 81
INCENTIVE PROGRAMS 83
CUSTOMER LOYALTY AND GOAL SETTING 85 EXAMPLE OF INCENTIVE COMPENSATION
PROGRAM FOR PROFESSIONAL TECHNICAL SUPPORT 91
SUMMARY 96
CHAPTER 5 BUSINESS PROCESS INTEGRATION 99
ADOPTION RATES FOR PROCESS-RELATED BUSINESS PRACTICES 99
IMAGE 5
CONTENTS
PROCESS-RELATED CFP BUSINESS PRACTICES
THAT IMPACT CUSTOMER LOYALTY AND SATISFACTION WITH THE CFP 100
CUSTOMER FEEDBACK IN EXECUTIVE DASHBOARDS 103
CRM AND CFPS 104
COMMUNICATION OF CFP PROCESS AND GOALS 109
SUMMARY 110
PART III BEST PRACTICES OF CUSTOMER FEEDBACK PROGRAMS- OPERATIONAL
PROCESSES 113
CHAPTER 6 SURVEY METHOD 115
ADOPTION RATES FOR METHOD-RELATED BUSINESS PRACTICES 115
METHOD-RELATED CFP BUSINESS PRACTICES THAT IMPACT CUSTOMER LOYALTY AND
SATISFACTION WITH THE CFP 117
MULTIPLE SURVEY METHODS 120
WEB-BASED CUSTOMER SURVEYS 121
MEASURING CUSTOMER LOYALTY 123
WHAT DO CUSTOMER FEEDBACK PROFESSIONALS THINK ABOUT THE NPS?.. 124
SURVEYS AND CUSTOMER LOYALTY 126
STANDARDIZED LOYALTY QUESTIONS 127 CUSTOMER SURVEYS AND CUSTOMER LOYALTY
127
RELIABILITY OF LOYALTY INDICES 129
SINGLE-ITEM MEASURES OR AGGREGATED METRICS 129
CUSTOMER LOYALTY QUESTIONS FOR MONOPOLIES 130
WEB-BASED SURVEYS 132
IMAGE 6
CONTENTS XI
BEST PRACTICES IN DESIGNING AN EFFECTIVE
ONLINE SURVEY 133
PRINCIPLES FOR DESIGNING WEB-BASED SURVEYS 147
SUMMARY 149
CHAPTER 7 REPORTING 151
ADOPTION RATES FOR REPORTING-RELATED BUSINESS PRACTICES 151
REPORTING-RELATED CFP BUSINESS PRACTICES THAT IMPACT CUSTOMER LOYALTY
AND SATISFACTION WITH THE CFP 153
UNDERSTANDING CUSTOMER FEEDBACK DATA.. 156 CUSTOMER LOYALTY MANAGEMENT
158 LOYALTY DRIVER ANALYSIS 163
SUMMARIZING THE DATA 169
BENCHMARKING 171
TRACKING CUSTOMER SATISFACTION OVER TIME 172
COMMUNICATING RESULTS INTERNALLY 173 COMMUNICATING RESULTS EXTERNALLY
174 WEB-BASED REPORTING TOOLS 175
SUMMARY/ 176
CHAPTER 8 APPLIED RESEARCH 181
ADOPTION RATES FOR RESEARCH-RELATED BUSINESS PRACTICES 181
RESEARCH-RELATED CFP BUSINESS PRACTICES THAT IMPACT CUSTOMER LOYALTY AND
SATISFACTION WITH THE CFP 183
REGULARLY CONDUCTED APPLIED RESEARCH - . . .. 185
VALIDATING THE CUSTOMER SURVEY PROGRAM 187
VALIDATION PROJECT DESCRIPTION 188
IMAGE 7
XII CONTENTS
DEMONSTRATING THE IMPACT ON
FINANCIALS 193
CONDUCTING LINKAGE ANALYSIS 194
LINKING CUSTOMER FEEDBACK DATA TO OPERATIONAL METRICS 196
OPERATIONAL LINKAGES 199
LINKING CUSTOMER FEEDBACK DATA TO CONSTITUENCY ATTITUDES 203
USING EXISTING CUSTOMER INFORMATION TO SEGMENT CUSTOMERS 203
EXAMPLES OF APPLIED RESEARCH 204
SUMMARY 207
CHAPTER 9 COMMON ROADBLOCKS TO INCREASING CUSTOMER LOYALTY 209
STRATEGY/GOVERNANCE 212
BUSINESS PROCESS INTEGRATION (IT/INTEGRATION OF CUSTOMER INFORMATION)
212
REPORTING (LACK OF TIMELY/ACTIONABLE/ CORRECT DATA) 213
METHOD (SURVEY/IMPROVEMENT PROCESS) 214
SUMMARY 215
PART IV CUSTOMER FEEDBACK PROGRAMS-TWO STORIES 217
CHAPTER 10 TURNING DATA INTO PROFIT THE ORACLE WAY: USING THE CUSTOMER
EXPERIENCE TO DRIVE IMPROVEMENT AND GROWTH . .. 219
BEST PRACTICE CUSTOMER PROGRAMS 223 CLOSED-LOOP FEEDBACK PROCESS 224
GATHERING, ANALYZING, AND REPORTING CUSTOMER FEEDBACK 225
IMAGE 8
CONTENTS XIII
DEFINING, TAKING ACTION ON, AND
COMMUNICATING THEMES AND INITIATIVES 225
TRACKING, MONITORING, AND TRENDING RESULTS 226
OBTAINING INSIGHT THROUGH SURVEYS 226 INTEGRATION 232
RESEARCH 232
APPLIED RESEARCH 233
IMPROVING END-USER EXPERIENCE THROUGH USABILITY LABS 238
DELIVERING CUSTOMER SUCCESS THROUGH ACTION: AN EXAMPLE FROM ORACLE
GLOBAL CUSTOMER SERVICES 239
USING INSIGHT TO DRIVE ACTION 241
SUMMARY 244
CHAPTER 11 DEVELOPMENT OF A CUSTOMER FEEDBACK PROGRAM: THE AKAMAI STORY
247
STRATEGY AND GOVERNANCE 249
BUSINESS PROCESS INTEGRATION 251
METHOD : 253
REPORTING 257
RESEARCH 260
SUMMARY 261
PARTV APPENDICES 263
APPENDIX A DETERMINING CUSTOMER REQUIREMENTS 265
QUALITY DIMENSION DEVELOPMENT 266 CRITICAL INCIDENT APPROACH 271
GENERATING CRITICAL INCIDENTS 273
QUALITY OF THE CATEGORIZATION PROCESS . .. 276
IMAGE 9
XIV CONTENTS
COMPREHENSIVENESS OF THE CUSTOMER
REQUIREMENTS 277
BANKING INDUSTRY 278
AUTOMOBILE INDUSTRY 280
STATISTICAL SUPPORT 282
SUMMARY 283
APPENDIX B CUSTOMER SATISFACTION QUESTIONNAIRE CONSTRUCTION 287
DETERMINING QUESTIONS OR ITEMS 287 CHARACTERISTICS OF GOOD ITEMS 290
RESPONSE FORMATS 292
INTRODUCTIONS TO CUSTOMER SATISFACTION QUESTIONNAIRES 296
ITEM SELECTION 298
SUMMARY OF ITEM SELECTION 303
WEB-BASED CUSTOMER SURVEYS 304
CUSTOMER LOYALTY M E A S U R E M E N T . . . . . .. 309 MEASUREMENT OF
CUSTOMER LOYALTY . . .. 310 CUSTOMER SURVEYS AND CUSTOMER LOYALTY 311
APPENDIX C MEASUREMENT SCALES 313
NOMINAL SCALE .. . 313
ORDINAL SCALE 314
INTERVAL SCALE 315
RATIO SCALE 315
MEASUREMENT SCALES IN CUSTOMER SATISFACTION 316
APPENDIX D FREQUENCIES, PERCENTAGES, PROBABILITIES, HISTOGRAMS, AND
DISTRIBUTIONS 319
FREQUENCIES 319
CLASS INTERVALS 321
IMAGE 10
CONTENTS XV
PERCENTAGES 321
CONSTRUCTING FREQUENCY DISTRIBUTIONS OF THE INTERVALS 322
DISTRIBUTIONS 324
DETERMINING PROBABILITIES FROM DISTRIBUTIONS 324
SUMMARY 327
APPENDIX E DESCRIPTIVE STATISTICS 329
CENTRAL TENDENCY 329
MEAN 330
MEDIAN 330
MODE 330
VARIABILITY 330
VARIANCE 331
STANDARD DEVIATION 332
SUMMARY 334
APPENDIX F STATISTICS, PARAMETERS, AND SAMPLING DISTRIBUTIONS 335
SAMPLING ERROR . 335
STANDARD ERROR OF THE MEAN 336
SUMMARY 339
APPENDIX G DECISION MAKING AND HYPOTHESIS TESTING 341
REALITY AND DECISIONS 341
THE PROCESS OF DECISION MAKING 342
DECISION MAKING IN HYPOTHESIS TESTING 342
SOME EVIDENCE 344
DETERMINATION OF THE CRITERION 344
SUMMARY 346
IMAGE 11
XVI CONTENTS
APPENDIX H T-TESTS 349
CALCULATION 350
FACTORS AFFECTING SIGNIFICANCE TESTING 352
SUMMARY 354
APPENDIX I ANALYSIS OF VARIANCE 355
CALCULATIONS 356
TESTING 357
POST-HOC COMPARISONS 358
APPENDIX J REGRESSION ANALYSIS 363
DETERMINING THE DEGREE OF FIT 365
PEARSON R 366
TESTING SIGNIFICANCE OF FIT 367
SUMMARY 368
MULTIPLE REGRESSION 368
APPENDIX K FACTOR ANALYSIS 373
EXPLORATORY AND CONFIRMATORY USES OF FACTOR ANALYSIS 375
HYPOTHETICAL FACTOR ANALYSIS 375
ACTUAL FACTOR ANALYSIS 376
APPENDIX L TABLE OF RANDOM NUMBERS 381
BIBLIOGRAPHY 383
INDEX 387
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| spelling | Hayes, Bob E. Verfasser aut Beyond the ultimate question a systematic approach to improve customer loyalty Bob E. Hayes Milwaukee American Society for Quality, Quality Press 2010 XXXIII, 396 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Consumer satisfaction Customer loyalty Customer services Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Kundenbindung (DE-588)4384508-3 gnd rswk-swf Sozialpolitik (DE-588)4055879-4 gnd rswk-swf Kundenbindung (DE-588)4384508-3 s Kundenmanagement (DE-588)4236865-0 s Sozialpolitik (DE-588)4055879-4 s DE-604 DE-601 pdf/application http://www.gbv.de/dms/zbw/601958071.pdf kostenfrei Inhaltsverzeichnis GBV Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018721749&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hayes, Bob E. Beyond the ultimate question a systematic approach to improve customer loyalty Consumer satisfaction Customer loyalty Customer services Kundenmanagement (DE-588)4236865-0 gnd Kundenbindung (DE-588)4384508-3 gnd Sozialpolitik (DE-588)4055879-4 gnd |
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| title | Beyond the ultimate question a systematic approach to improve customer loyalty |
| title_auth | Beyond the ultimate question a systematic approach to improve customer loyalty |
| title_exact_search | Beyond the ultimate question a systematic approach to improve customer loyalty |
| title_full | Beyond the ultimate question a systematic approach to improve customer loyalty Bob E. Hayes |
| title_fullStr | Beyond the ultimate question a systematic approach to improve customer loyalty Bob E. Hayes |
| title_full_unstemmed | Beyond the ultimate question a systematic approach to improve customer loyalty Bob E. Hayes |
| title_short | Beyond the ultimate question |
| title_sort | beyond the ultimate question a systematic approach to improve customer loyalty |
| title_sub | a systematic approach to improve customer loyalty |
| topic | Consumer satisfaction Customer loyalty Customer services Kundenmanagement (DE-588)4236865-0 gnd Kundenbindung (DE-588)4384508-3 gnd Sozialpolitik (DE-588)4055879-4 gnd |
| topic_facet | Consumer satisfaction Customer loyalty Customer services Kundenmanagement Kundenbindung Sozialpolitik |
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