Preface
Introduction
The Basic Truths of Customer Satisfaction
The Measurement Tools
Converging Brand and the Customer
The Loyalty Convergence
NPS: Is It the Ultimate Question?
Benchmarking and Normative Databases
Implementing the Survey Findings
Appendices
Bibliography
Ajit Rao leads the Customer Experience domain for The Nielsen
Company across the globe. He has extensive experience in the
measurement and management of customer experience and loyalty. He
worked with Gallup and IMRB (Kantar group) prior to joining Nielsen
in 2010. He has close to 25 years of experience. After an initial
stint in marketing and advertising, he has spent the last 20+years
understanding service quality. He has worked with organizations in
a wide range of sectors including telecom, retail, banking &
insurance, hospitality, FMCG, and B2B. He has wide experience in
the measurement and management of all the key
stakeholders—customer, vendor, trade, employee, and internal
customer.
He has authored The Tao of Loyalty published by SAGE in 2006 and
has also written several articles on the measurement and management
of customer service and loyalty. He is Post Graduate in Economics
and Management. His passion, besides customer satisfaction, is
wildlife and he is an “amateur ornithologist.” He has braved
leeches, terrorists, storms, tigers, wild elephants to travel to
“vague” places to see rare endemic birds in India. His ambition is
to see and photograph all 1250 species of birds seen in India
Subhash Chandra is Director—Client Services, and head of the
Finance and IT Industry Practice Groups at The Nielsen Company in
India. Subhash has more than 15 years of experience and is well
reputed in the domain of customer satisfaction, having worked on
programs with some of the finest companies in India and around the
world. Earlier, he led the South division of Customer Satisfaction
Management & Measurement (CSMM), which is a specialist unit of IMRB
focused on customer satisfaction. Subhash is an avid reader and an
amateur specialist on American elections.
This book stands out as it explains the subject of customer
satisfaction in the most simple way. This book can be adopted by
practitioners as a toolkit to create increased shareholder value
and profits for all the stakeholders involved. Hence, this is a
practical handbook for all marketing professionals and CEOs…The
book follows an easy and conversational style that makes it a
suitable…[and] a must read for anybody who is in the customer
service, research, relationship management, customer engagement and
marketing domain.
*Vision*
The book provides good understanding of customer satisfaction
concepts, and I believe that it has accomplished its objective.
*Coauthor, with David Calhoun, CEO & Chairman—The Nielsen Company
of the book How Companies Win*
The authors build a compelling case to look at customer
satisfaction in a holistic manner and linking it to business
success.
*Devinder Kishore*
Read at leisure, move to the next chapter only after you have
considered how you can implement what you have read in your
business.
*Harit Nagpal*
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