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"A growing body of statistical research has indicated that
if you're delivering greater value to customers than your competitors
are, you're likely to be gaining market share and improving business
results as well.
Over the past thirteen years, Ray has worked around the world with
hundreds of large and small companies, helping them turn customer
value management from a good idea into a way of doing business.
He's heard countless stories from companies who have learned the
hard way that:
Getting the survey design right at the outset is critical. It really
matters what questions you ask customers, whom you ask, how you
ask and what response options you provide.
There are effective ways of getting customer value data in front
of business decision-makers and there are not-so-effective ways.
If the data is never actually used to run the business, there's
no point collecting it.
There are good customer value analysis tools available. While they're
not nearly as well known and understood as the tools of financial
analysis, they do exist and they do work.
Customer value data is most useful when it can be linked to underlying
business processes that can be quantified and improved. Only then
is the data truly actionable.
The truism that the "soft" factors are usually the hardest
to manage is really true. The commitment of the business leaders,
the talents of the change agents, the effort put into education
and communication, the attention paid to aligning recognition and
reward systems all determine whether the effort will be sustained
and deliver results.
Janice met and worked with Ray in one of these companies, and has
teamed with him on this book to document his experience and share
his stories. For business leaders and their teams, we outline the
business case for customer value management, the key concepts and
the role of the leadership team in making it work. For those charged
with implementation, the "Ten Steps to Mastery" we describe
in the book include practical tools and strategies that have been
proven to work."
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