Publisher's Synopsis
AMA Handbook for Customer Satisfaction unlocks the secrets to planning and implementing a comprehensive customer satisfaction program--the linchpin of any effective marketing operation in the 1990s and beyond. Concise, comprehensive, and easy to apply, this one-of-a-kind introduction to customer satisfaction provides marketers with the expertise to:
- Identify customers and prospects, their expectations and requirements
- Set research parameters to achieve specific marketing goals
- Design research questionnaires and conduct surveys that provide accurate, measurable results
- Analyze, report, and apply the findings to improve customer satisfaction--and business performance
