May 26, 2006
News & Opinion: To Get More Information and Help...
Please check out my book: Chief Customer Officer: Getting Past Lip Service to Passionate Action. It is packed with real-world experiences youll recognize and practical and realistic actions you can t ake right from the page to action.
Also take a look at Fred Reichhelds Book - The Ultimate Question: Driving Good Profits and True Growth. Reichheld advocates using the Would you Recommend? question to customers as a key indicator of driving profitability. Youll find th at my book complements and agrees with his conceptand puts forth some concrete ideas on how to execute on the concept in the real world of the corporate machine. For example; one thing to watch out for is to ensure that you dont just use the referral question to get a good Net Promoter score. My concern is that companies are already getting precariously close to using this powerful tool to game the system and work for the score rather than where it should drive companies to improve and change. Asking the question without going back and clarifying the issues with customers on why they did or did not or would not recommend you wont get your company to change. Im already hearing of companies out there who are starting to prod their customers, call us if you cant say youd recommend us. It would be a shame for this to fall into another number thats gamed rather than used to get the company to drive action for customers.
My other favorite book that complements and gives meat on the bones to the concept of customer profitability is Managing Customers as Investments by Sunil Gupta and Donald R. Lehmann.
If your goal is to take action to drive your company closer to customers these three books click-together well to give you strong concepts, real-world advice and practical application for driving customer focus yielding customer profitability for your corporate machine.