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products and services that you provide, customer satisfaction,
and the loyalty and retention that result.
• Stage 3 (Chapter Four): Use the lens of the customer to build
a customer survey to measure quality, satisfaction, and loyalty.
• Stage 4 (Chapter Five): Use the lens again in analyzing
data from the customer survey, both to determine what
could be done to improve customer satisfaction and to assess
the probable effect of each potential improvement on
bottom-line financial performance.
• Stage 5 (Chapter Six): Set priorities for quality improvement,
using the information developed from the survey as
background for business decisions, and then implement the
decisions according to the priorities set by management.

Within each stage, we provide step-by-step processes for
developing an integrated customer measurement and management
system. Creating a system that links quality, satisfaction,
loyalty, and profit closes the loop. The key is to view quality, satisfaction,
or loyalty not as separate concepts or passing fads that
can be substituted for one another but rather as aspects of an
overall system that enhances the bottom line.

-vi-

Questia, a part of Gale, Cengage Learning. www.questia.com

Publication Information: Book Title: Improving Customer Satisfaction, Loyalty, and Profit: An Integrated Measurement and Management System. Contributors: Michael D. Johnson - author, Anders Gustafsson - author. Publisher: Jossey-Bass. Place of Publication: San Francisco. Publication Year: 2000. Page Number: vi.
    
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