INTRODUCTION -- PART I Customer Satisfaction -- WHAT IS CUSTOMER SATISFACTION? -- Satisfied Customers Buy More, and More Often -- WHICH IS MORE IMPORTANT: QUALITY, SERVICE, SATISFACTION OR RETENTION? -- What Gets Measured Gets Done -- Defining Customer Satisfaction -- Defining Quality -- THE COSTS OF POOR SERVICE AND POOR QUALITY -- THE COST OF POOR QUALITY -- THE RELATIONSHIP AMONG QUALITY, SERVICE AND SATISFACTION -- DEVELOPING A CUSTOMER SERVICE SYSTEM -- Step 1: Total Management Commitment -- Step2: Know your customers (intimately) -- Step 3: Develop Standards of Service Quality Performance -- Step 4: Hire, Train and Compensate Good Staff -- Step 5: Reward Service Quality Accomplishments -- Step 6: Stay Colse To Your Customers -- Step 7: Work Toward Continuous Improvement -- FIVE TECHNIQUES TO IMPLEMENT SUPERIOR SERVICE QUALITY -- PART II Measuring Quality and Customer Satisfaction -- WHY WE MEASURE QUALITY AND CUSTOMER SATISFACTION -- Reason #1: To Learn About Customer Percepations -- Reason #2: To Determine Customer Needs, Wants, Requrements and Expectarions -- Reason #3: To Close the Gaps -- Reason #4: To Inspect What You Expect In Order to Impove Service and Customer Satisfaction -- Reason #3: Because IMproved Performance Leads to Increased Profits -- Reason #6: To Learn How You Are Doing and Where You Go From Here -- Reason #7: To Apply the Process of Continuous Improvement -- THE BENEFITS OF MEASURING QUALITY AND CUSTOMER SATISFACTION -- A FINAL THOUGHT ON MEASURING QUALITY AND CUSTOMER SATISFACTION -- TOOLS FOR MEASURING QUALITY -- Tool #1: Check Sheets -- Tool #2: Pareto Charts -- Tool #3: Histograms -- Tool #4: Scatter Digrams (Correlation Diagrams) -- Tool #5: Cause-and-Effect Diagram -- Tool #6: Graph, Control and Run Charts -- Tool #7: Stratification -- OTHER MEASUREMENT TECHNIQUES -- Benchmarking -- Brainstroming.

Force Field Analysis -- Folwcharting -- THE WHY AND HOW OF QUALITY IMPROVEMENT AND CUSTOMER SATISFACTION -- ONE LAST THOUGHT ABOUT MEASURING QUALITY -- PART III Researching Customer Satisfaction -- RESEARCH METHODS -- Secondary Data -- Primary Data -- Qualitative Research -- Quantitative Research -- Sampling -- Research Design: An Example -- DATA COLLECTION TECHNIQUES -- QUESTIONNAIRES AND SURVEYS -- Format and Layout -- Question Construction -- Survey Question Responses -- Make It Easy On Yourself -- TELEPHONE SURVEYS -- Using Telephone Surveys Successfully -- Analyzing the Telephone Survey -- Something to Think About -- PERSONAL INTERVIEWS -- FOCUS GROUPS -- REPORTING TECHNIQUES -- Cusatomer Satisfaction Index (CSI) -- Service QualityMeasurment System (SQMS) -- Customer Report Card -- Service Standard of Performance (SOP) -- Customer Satisfaction Bachmacking -- Attribute Ratings nad Perceptual Maps -- SUMMARY OF CUSTOMER SATISFACTION MEASUREMENT TECHNIQUES -- An Important Reminder -- ANALYZING RESULTS AND FOLLOWING UP -- Statistical Procedures -- Ratios and Percentages -- PART IV Managing Customer Satisfaction -- MANAGING SERVICE QUALITY AND CUSTOMER SATISFACTION -- PROACTIVE MANAGEMENT -- MEASURING SERVICE PERFORMANCE -- MANAGING CUSTOMER COMPLAINTS -- Service Recovery Program: Managing Complaints -- Turning Complaints into Sales -- STRATEGIC CUSTOMER PARTNERSHIPS -- PART V Appendix: Customer Service/Satisfaction Surveys -- SAMPLE SURVEY -- RESTAURANT SURVEYS -- HOSPITAL EMPLOYEE OPINION SURVEY -- BUSINESS OFFICE CUSTOMER SATISFACTION SURVEY -- HOTEL CUSTOMER SATISFACTION SURVEY -- OTHER SAMPLE INVENTORIES -- SERVICE RATING SCALE -- CUSTOMER SERVICE INVENTORY -- CUSTOMER SATISFACTION SURVEY.