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Satisfaction: How Every Great Company Listens to the Voice of the Customer Hardcover – February 2, 2006

4.3 out of 5 stars 18 customer reviews

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Editorial Reviews


...SATISFACTION provides a gut check for business owners everywhere. -- James M. Pethokoukis, U.S. News & World Report

...the authors build a strong case...determining what is important to the consumer and ensuring the company meets those needs. -- BizEd

Denove and Power do a great job of arguing why customer satisfaction is important for any business. -- Library Journal

Denove and Power have done such a good job...that another book of the subject anytime soon would be superfluous. -- Cecil Johnson, Fort Worth Star-Telegram

The authors argue persuasively...Once [they] are done, it's hard to argue with them. -- Paul Carroll, The Wall Street Journal

This book...is an upbeat and entertaining look at what J.D. Power and Associates does and how it does it. -- Richard Pachter, The Miami Herald

From the Back Cover

"If you can find a better book on customer satisfaction, buy it."
-Lee Iacocca

"This fast-paced book provides practical advice to businesses across every industry from finance to funerals, autos to airlines. After analyzing the results of literally millions of consumer surveys, J. D. Power's message is clear-customer satisfaction equates to profits. Make no mistake, the world has changed and companies can no longer count on advertising to drive consumer perceptions or behavior. Don't say this book didn't warn you."
-Alvin Toffler, bestselling author and futurist

"It always seemed that J. D. Power and Associates wrote the book on customer satisfaction. Now they have, and the business community should be thankful for it. This book shows that customer satisfaction means more than just spending money to make customers happy. It means learning to listen to what customers are really saying, and then using that information to differentiate yourself from the competition."
-Horst H. Schulze, founding president and COO, The Ritz-Carlton Hotel Company, LLC

"Customer satisfaction is the democratic factor of the market: Quality is not defined by the engineers but by the customers. Being successful always means listening to the customers and understanding their needs. J. D. Power and Associates provides us the opportunity to benefit from its experience in methods and techniques of analyzing and identifying customers' expectations."
-Dr. Bernd Pischetsrieder, Chairman of the Board of Management, Volkswagen AG

" 'Customer satisfaction' is such a simple term. But it's a complex concept with big ramifications and enormous potential for all businesses, big and small alike. The folks at J.D. Power and Associates wrote the book on this topic, and now they've written the 'bible.' Satisfaction is an important book, and a good read, too."
-Paul Ingrassia, president, Dow Jones Newswires

"Satisfaction is an essential read for anyone focused on the bottom line. It includes at least one hundred different ways to insightfully "listen better" to those with whom we do business-a key ingredient toward being more successful."
-John Marin, senior advisor, Time Inc. Magazines, Los Angeles

"From the data base of J. D. Power and Associates comes a book on how any company can harness the business-building power of customer satisfaction. In Satisfaction: How Every Great Company Listens to the Voice of the Customer the customer's experience is broken down into bite-sized, logical components that managers can use to develop practical business strategies. A truly valuable book."
-Ken Blanchard, coauthor The One-Minute Manager and Customer Mania

"J.D. Power and Associates revolutionized the automotive industry by advocating a seemingly simple premise-listen to your customers. It then went on to do the same thing throughout the entire business world. In Satisfaction, J.D. Power explains what it's learned over the years, using compelling anecdotes and irrefutable data. It's a lesson any business leader would do well to take to heart."
-Bill Ford, Chairman and CEO, Ford Motor Company

Product Details

  • Hardcover: 288 pages
  • Publisher: Portfolio; First Edition edition (February 2, 2006)
  • Language: English
  • ISBN-10: 1591841097
  • ISBN-13: 978-1591841098
  • Product Dimensions: 9.2 x 6.7 x 1 inches
  • Shipping Weight: 15.2 ounces
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (18 customer reviews)
  • Amazon Best Sellers Rank: #113,204 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Conor Cunneen on April 11, 2006
Format: Hardcover
In the foreword to this interesting book, J. D. Power III, the founder of J. D. Power and Associates recalls two meetings where he presented to Pontiac representatives. Meeting one took place in January 1980 when he detailed the Japanese automakers emphasis on quality. He predicted that the then GM market share of 48% would drop to 33% by the end of the decade. Not too surprisingly, some of the Pontiac / GM representatives did not take too kindly to the prediction.

Famed baseball player and sometime philosopher Yogi Berra reputedly said, "Predictions are notoriously difficult - especially predictions of the future." Power's anecdote provides living proof of this little witticism, because he got his prediction wrong. The GM share fell to that 33% share two years earlier than predicted! Power made a similar presentation to Pontiac executives in 1989, providing similar dread warnings. GM's share today is in the mid-twenties and most people are familiar with the terrible financial situation this once proud industry behemoth is now in.

Power's overall point. - Product quality counts. It is a key determinant of customer satisfaction. Customer satisfaction leads to improved financial performance. The author's make the point that executives know this correlation but do not always live and breath this philosophy.

Customer satisfaction builds loyalty. Good customer service often generates good word of mouth advertising - no matter what the industry. I found it interesting that one of the nation's largest house builders, Pulte Homes, suggests that 45% of its sales are influenced by the positive recommendations of another customer.
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Format: Hardcover
Satisfaction should be the standard primer for everyone interacting with a customer or partner. Period. Easy to understand and written for abroad audience, this book is powerful ammunition in making any argument that the customer comes first. This book opens the JD Power door to many great stories, including those about the fate of companies with great inventions but the inability to listen to the consumer. For example, Peugeot invented one of the first fuel injectors, only to lose market share because Americans wanted to step on the gas pedal before starting their cars.

You know you have a customer service problem if...

"You're spending more money to acquire new customers compared with competitors or compared with internal standards. Employee turnover is another indication."

If you have a problem....

"Consumers aren't expecting perfection, but they want problems to be dealt with in a forthright way."

One example used was of Lexus. When they were first starting, there were a few "minor problems with its cars." So, "they rushed a letter of apology to every customer, then had the dealerships pick up the vehicles and bring them in for repairs." Lexus turned a problem into a customer service advantage. This book is filled with such relevant examples, such as using problem resolution as an opportunity to make new customers into vocal advocates for a particular company.

A must read!
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Format: Hardcover Verified Purchase
J.D. Power is a customer satisfaction company and an award from them is always highly prized. As such, it was interesting to see what the authors had to say about businesses today.

"Satisfaction" has a lot of case studies of companies (like Lexus, Enterprise Rent a Car, and Jetblue) which go the extra mile to delight their customers and to create experiences that will turn them from mildly enthusiastic into whole-hearted supporters.

One interesting thing that I liked was how the link between profits and customer satisfaction was made, and how it was not always the right thing to do to please a discontented customer. This, in my eyes, gave the book more credibility, because it was not trying to sell you 100% on going overboard for every customer, but was making the case for why going above and beyond made good long term business sense much of the time, but had to be analyzed in specific situations.

Secondly, I enjoyed learning about how customers who had a problem free experience were less likely to rate a company highly than those who had had a "serious" problem, which was then resolved efficiently and to the customer's satisfaction. These customers were much more likely to become lifelong supporters of the company.

The case studies that were presented were always interesting and made the book a delightful read. I did not think I would like the book as much as I did. I highly recommend it!
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Format: Hardcover
If you have anything to do with your company's strategic positioning, resource allocation, and/or customer satisfaction, this book is something you will want to read. As an entrepreneur and an MBA who has gone through the usual courses, I found the book refreshing, informative, and actually thoughtful about the real world rather than a book of formulations priming the sale for consulting services.

The knee jerk reaction towards customer service is to make sure everyone has a fabulous experience each and every time they interact with your company. However, this book takes a more mature look at the kind of business you are in, the kind of strategy you have in the marketplace, the cost of the level of service that is appropriate to your competitive position, and who your customers really are (saying "everyone" is almost never a correct answer).

I loved the discussion of turning apathetic customers into advocates. Advocates are customers that will actually go out and recruit for your company because of their enthusiasm for your products and services. The authors are very deliberate in showing when this is strategy is effective and when it is a waste of money. A very strong concept, I think. We all know about the angry customer who goes on the warpath against you, but this is not about avoiding creating them, that is essential, but thinking about creating positive market buzz through your customers.

You may find that you can reallocate the service dollars you are currently spending more wisely, or that you are spending dollars to no real effect. There is also very helpful information on how to do some competitive intelligence through listening to not only your customers, but what customers have to say about their experiences with your competitors.
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