TITLE : KEEPING CUSTOMERS FOR LIFE

Contents
 
Introduction:   Keeping Customers for Life   1
 
Part I   The Importance of Service in Today's Business World
 
One         One Service in Today's Economy   9
Two         The Real Japanese Miracle: Customer
	 	      Driven Service Quality   12
Three       The Economics of Poor Service and Dissatisfied
              Customers   16
Four        Barriers to Service Excellence   29
Five        Customer-Driven Service: Today's Competitive Edge   42
 
 
Part II   The Twelve-Step Strategy
 
Six         Step 1: Top Management Commitment   67
Seven       Step 2: Internal Evaluation   77
Eight       Step 3: Determining Customer Requirements   93
Nine        Step 4: Goals and Performance Measures   108
Ten         Step 5: Customer-Driven Management   127
Eleven      Step 6: Becoming a Customer-Champion   137
Twelve      Step 7: Employee Motivation and Self Esteem   148
Thirteen    Step 8: Empowerment and Training   162
Fourteen    Step 9: Empowering Employees to Solve and
                   Prevent Problems   173
Fifteen     Step 10: Communicating Feedback   201
Sixteen     Step 11: Recognition, Rewards, Celebrations   207
Seventeen   Step 12: A Continuous Improvement Network   217
 
Appendix:	Survey Summary   237
 
Customer Commitment Survey   243
Index   249