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Articles of interest by Dr. Nancy Nygreen
References -- Suggested Readings
Customer Satisfaction
AMA Handbook on Customer Satisfaction: A Complete Guide to Research,
Planning and Implementation by Alan Dutka. A primer that outlines some
of the key questions that need to be addressed before a customer survey is
conducted. Methodology for selecting customers. Telephone or mail.
Questionnaire design. Analyzing results. Helpful to read before selecting a
consultant to conduct any customer research; for those without a background
in market research.
The Service Profit Chain by James L. Heskett, Earl Sasser, Jr. and
Leonard A. Schlesinger. Authored by three members of the Harvard Business
School faculty, this book describes the chain from employee satisfaction to
customer satisfaction to loyalty to profitability. With case study examples,
they outline a strategy to manage for the Three Rs of Retention, Related
Sales and Referrals. The authors endorse the Balanced Scorecard measurement
approach as consistent with the service profit chain concept. Excellent
coverage of many key concepts in the customer satisfaction field.
Managing Customer Value by Bradley T. Gale. Brad Gale’s major
contribution to the field of customer satisfaction is refocusing attention
on customer perceived value, the relationship between Quality/satisfaction
and price. Is your offering worth what you are charging? The book outlines
the “Seven Tools of Customer Value Analysis” using extensive case studies,
and also provides a good summary of stages in the customer satisfaction
movement. Useful background and perspective regardless of whether you adopt
the “Seven Tools.”
Raving Fans by Ken Blanchard and Sheldon Bowles By the author of
the “One Minute” books, this short piece is written as an easy to read
parable for managers just being introduced to customer satisfaction. Good for
organizations (especially retail) trying to introduce large numbers of
managers to core concepts without a great deal of training or additional
background in satisfaction or Quality programs. The essence of the message
is “Discover What the Customer Wants” and then “Deliver Plus One.” Also
available on tape.
Strategy
Bullseye! Hitting Your Strategic Targets Through High-Impact
Measurement by William A. Schiemann and John H. Lingle. Written by two
principals from The Metrus Group, this excellent work uses a detailed case
study of a financial services company to explain the steps in implementing a
Balanced Scorecard. Each step is fully explained, and potential mistakes and
likely hurdles are pointed out. A very readable book, Bullseye! also covers
the other impacts of strategic measurement systems, such as building a team
at the top, becoming a learning organization and facilitating
self-monitoring employees.
The Balanced Scorecard (1996) and The Strategy Focused
Organization: How Balanced Scorecard Companies Thrive in the New Business
Environment (2001), by Robert S. Norton and David P. Kaplan. Harvard
Business School professors Norton and Kaplan unveiled the Balanced Scorecard
approach in the Jan-Feb 1992 issue of the Harvard Business Review. These two
books by the fathers of the Balanced Scorecard demonstrate the growth and
change in our perspective of the approach, from primarily a measurement
system to a management system that helps companies implement strategy. The
first book provides a helpful history of the thinking that led to this
revolutionary tool, and the second book includes helpful in-depth case
studies from several industries and sectors, including not-for-profits and
government.
Keeping Score by Mark Graham Brown. Keeping Score is a
short, easy to read book that provides an excellent primer in how to develop
measures. Brown discusses the ways in which measures should be balanced,
gives examples of different types of measures.
Brand Equity
Strategic Brand Management: Building, Measuring and Managing Brand
Equity, by Kevin Lane Keller.
Managing Brand Equity: Capitalizing on the Value of a Brand Name
by David. A. Aaker.
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