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Quick look at a few booksBOOK PEEK

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Contents ofBook Peekdated February 7, 2013

Reviews Heart, Smarts, Guts, and Luck: What it takes to be an entrepreneur

and build a great business by Anthony K. Tjan, Richard J.

Harrington, and Tsun-Yan HsiehHarvard Making a Will Made Easy by V. K. Verma Macmillan 99 to 1: How wealth inequality is wrecking the world and what we can

do about it by Chuck Collins -Harper

Whose Sustainability Counts? BASIXs long march from microfinanceto livelihoods by Malcolm Harper, Lalitha Iyer, and Jane Rosser

Sage, Vistaar

On Message - Precision communication for the digital age by TheoTheobald -Viva

The Little Book of Big Customer Satisfaction Measurement by AjitRao, and Subhash ChandraSage

New arrivals - Harper

Short snatches The Wisdom of Ants: A short history of economics by Shankar

JaganathanTranquebar 14 Wealth-building Secrets of Value Investing by Ashu Dutt Vision

Books

The Ingo Chronicles: The Deep by Helen Dunmore -Harper Microfinance India: State of the Sector Report 2012 by Venugopalan

PuhazhendhiSage, Access

But Will the Planet Notice? How smart economics can save the worldby Gernot Wagner -Macmillan

Lead to Win: Discover the leader within by Harshit Bhavsar -Magna(Subscriptions:http://bit.ly/ShriMagz)

Disclaimer: "Management and editors do not necessarily agree with the views of

the authors in their articles, the guests in their videos, the readers in their letters,

and the query editors in their replies. The editors, authors and / or publishers

shall not be responsible for any kind of result generated out of any action taken on

the basis of suggestions, etc., made in any of the write ups, interviews contained inany part of the magazine or for any error, omission, commission to any person,

whether subscriber or otherwise. The copyright of all the materials printed herein

including articles, queries and replies etc., rests with the publishers".

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Customer basics

What is the connection between customer satisfaction,

relationship, strength, and loyalty? Should an organisation

try to achieve 100 percent customer satisfaction or delight?

Do customer expectations really change? How should anorganisation align brand promise and service delivery?

These are some of the questions that The Little Book of Big

Customer Satisfaction Measurement(Sage) by Nielsen

experts Ajit Rao, Subhash Chandra begins with. The intro

narrates a shocking anecdote of how even among the

senior-most managers there can be a complete lack of understanding of the

most basic principles of customer satisfaction.

Most managers were familiar with the models of customer satisfaction that

they were using but not with the underlying principles of the science of

customer satisfaction. The managers were mostly interested in the one

number (the customer satisfaction index) that would define the size of their

bonus.

The first basic truth in the book is that customer satisfaction is a leading

indicator of future business outcomes. In this, the work done by the

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American Customer Satisfaction Index (ACSI) stands out, the authors note,

because the work is conducted over several companies, across several years,

and is regularly updated.

The next truth is that customer satisfaction behaviour works as a hierarchy.

Stating that service quality or customer satisfaction is the most basic

foundation of customer loyalty, the authors caution that any loyalty which

is built in the absence of good service quality is short-lived.

Dell bought loyalty in the short run by keeping costs down but lost out in

the long run due to poor service quality. Loyalty of customers can be bought

in the short run by lowering prices, promotion, and incentives. But to build

strong loyalty and sustain it in the long run requires consistent high service

quality.

A striking insight in the book is to maximise customer complaints, by

providing many avenues and forums for the customers to complain.

In many organisations, customers are not encouraged to complain, often

inadvertently. Customers do not know whom to complain to? Or where to

complain? Even if they do know these details, there are barriers.

Imperative addition to your reading list.

http://www.sagepublications.com/

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Infinite Verseby Amit KhannaHarper

The Cripple and His Talismans by Anosh Irani Fourth Estate (Harper)

Address for sending review copies of new books

New arrivals

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Tales of a Journalist, Bureaucrat, Spy: From Partition to Operation Bluestar

by Som Nath Dhar -Harper

New arrival: Tales of a Journalist

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Published by:Shrinikethan, Chennaihttp://bit.ly/ShriMap

Edited by:D. Murali http://bit.ly/dMurali http://bit.ly/TopTalk

February 7, 2013

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