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Strategic Customer Service: Managing the Customer Experience to Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits Hardcover – May 13, 2009

ISBN-13: 978-0814413333 ISBN-10: 0814413331 Edition: 1st

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Strategic Customer Service: Managing the Customer Experience to Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits + Exceptional Service, Exceptional Profit: The Secrets of Building a Five-Star Customer Service Organization + Customer Satisfaction Is Worthless, Customer Loyalty Is Priceless: How to Make Customers Love You, Keep Them Coming Back and Tell Everyone They Know
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Product Details

  • Hardcover: 272 pages
  • Publisher: AMACOM; 1 edition (May 13, 2009)
  • Language: English
  • ISBN-10: 0814413331
  • ISBN-13: 978-0814413333
  • Product Dimensions: 9.2 x 6.4 x 1 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (22 customer reviews)
  • Amazon Best Sellers Rank: #306,332 in Books (See Top 100 in Books)

Editorial Reviews

Review

[Five Stars] "People involved in company strategy or customer service should drop what they are doing and read this five-star book now. For others, it provides an excellent perspective on the value of customer service. Strategic Customer Service is the best book on customer service, in terms of concepts and practical solutions, I have read in a long time. Goodman's wonderful, well-integrated stories are the frosting on the cake." --Grazadio Business Report



Selected by Customer Service Newsletter as one of the best customer service books of 2009: "If your company's goal is to create a customer experience that builds relationships and increases customer lifetime value, Goodman's book offers the research data to support such an effort and a blueprint for achieving it."

Book Description

The success of any organization depends on high-quality customer service. But for companies that strategically align customer service with their overall corporate strategy, it can transcend typical good business to become a profitable word-of-mouth machine that will transform the bottom line. Drawing on over thirty years of research for companies such as 3M, American Express, Chik-Fil-A, USAA, Coca-Cola, FedEx, GE, Cisco Systems, Neiman Marcus, and Toyota, author Goodman uses formal research, case studies, and patented practices to show readers how they can:

calculate the financial impact of good and bad customer service

• make the financial case for customer service improvements •

systematically identify the causes of problems

• align customer service with their brand

• harness customer service strategy into their organization's culture and behavior

Filled with proven strategies and eye-opening case studies, this book challenges many aspects of conventional wisdom—using hard data—and reveals how any organization can earn more loyalty, win more customers...and improve their financial bottom line.


More About the Author

Mr. Goodman graduated from Carnegie Mellon University with a B.S. in chemical engineering. He received an M.B.A. from Harvard Graduate School of Business Administration in 1971. Upon graduation from Harvard, Mr. Goodman worked at the Environmental Protection Agency, supervising part of the Environmental Impact Statement System. He left the EPA to rejoin TARP which he co-founded in 1971.
Mr. Goodman has managed more than 1,000 separate customer service studies, including TARP's White House sponsored evaluation of complaint handling practices in government and business and studies of word of mouth and the bottom-line impact of consumer education sponsored by Coca-Cola USA. The American Management Association published his book, "Strategic Customer Service", in May, 2009
Business Week credits Mr. Goodman's research for creation of the GE Answer Center, the original customer satisfaction contact center, as well as instigation of service initiatives at American Express, Coors and Toyota in the 1980s.
Clients have included USAA, Allstate, Nationwide Insurance, The Museum of Modern Art, The USO, IBM, The Mayo Health System, Baylor Health System, University of Pennsylvania Hospital, Hyundai, Humana, J&J, Merck, ServiceMaster, Cathy Pacific Airways, HP, GE Capital, Apple, Legg Mason, ED Jones, American Express, Neiman Marcus, Honda, US Green Building Council, Chick Fil A, Xerox and Harley Davidson as well as Senior Executives in the US Intelligence Community.
He has taught service quality and service reengineering courses at Wharton Business School's executive education program. He has appeared on "Good Morning America", the ABC Evening News, the Discovery Channel and as a panelist on the PBS show, "The Editors."

Customer Reviews

For others, it provides an excellent perspective on the value of customer service.
Danielle Goodman
Its practical approach will be evident to every reader, through examples and methods discussed, and several tools the author shares.
Harsh Zadoo
Goodman's common sense, story telling skills, and well laid out chapters make the book an easy and engrossing read.
Colleen Bush

Most Helpful Customer Reviews

9 of 9 people found the following review helpful By David L. Elwood on December 21, 2009
Format: Hardcover
Strategic Customer Service: Managing the Customer Experience to Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits

John Goodman's book Strategic Customer Service is excellent. In my personal library, I have approximately 150 books on customer service. Goodman's book is easily in the top 1% to 2% of all these books. I give Goodman high marks for three reasons. First, he writes well and is easy to read. Second, he discusses, in depth, a comprehensive range of customer service related subjects. Third, and perhaps most important of all, his book is solidly grounded in empirical findings. I highly recommend Strategic Customer Service to all readers who are searching for a clear, data based, and persuasive explanation as to why customer service is really as important and consequential as its enthusiastic supporters claim it to be.
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3 of 3 people found the following review helpful By Charles E. Confer on February 22, 2011
Format: Hardcover
As a psychotherapist, consultant and educator for nearly 50 years, I am sure of at least one thing: People act to get their needs met. When faced with questions and uncertainties, people will make choices which are designed to result in a more satisfying and less painful life. I believe this is the basis of all our behavior.

People want to be heard, understood and to be taken seriously....to be appreciated. And when you are fortunate enough to have a dissatisfied customer call, e-mail, fax or otherwise contact your organization, the customer seriously wants someone to pay attention and help get the problem sorted out.

If the customer believes he/she is treated in a responsible manner and the offending concern is addressed, the chances are that the customer will be inclined to purchase additional goods/services from your organization....and they will tell a FEW folk about the positive experience.

On the other hand, if the customer is not satisfied with the response of your organization's Customer Services, the customer will be less inclined to purchase from your organization and they will communicate their dissatisfaction by Word of Mouth to colleagues, golf partners and neighbors and by "Word of Mouse" (a TARP term coined in 1999) to a whole host of people on Facebook and their Family and Friends on e-mail.

John Goodman in his book "Strategic Customer Service" presents 38 years of experience helping organizations, corporations and industries gain positive repurchase intention and positive Word of Mouth so that Customer Relations can become an income center (and that means MAKE MONEY) for the organization rather than being just some well intended organizational fluff.

On 249 pages Mr.
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2 of 2 people found the following review helpful By ANNA SOLE SERRA on May 1, 2014
Format: Hardcover Verified Purchase
Mainly focused on call center managing complaints, from industry sector
No very good for someone from service sector.
Interesting only the first chapters, rest quite general
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Format: Kindle Edition Verified Purchase
The Author - John A. Goodman, "is a very popular speaker and sought after consultant. He founded TARP Worldwide in 1971, John has helped improve the customer service practices of hundreds of companies-including many widely respected firms like GE, USAA, Chick-fil-A, American Express, Marriott, Harley Davidson, and Neiman Marcus." John has "seen it all" as they say and some..." - Dennis E. Gonier, CEO, TARP Worldwide.

Review Summary - Why Strategic Customer Service? Strategic Customer Service is important when measured will improve the customer experience. The content of this book is an easy understandable read and provides excellent information which will help career professionals improve their customer service attitude and "see the power of strategic customer service" to help realize the value and impact a companies bottom line, especially affecting the worldwide economic sensitivities, factors and uncertainty. The author provides proven cases, models and strategies which substantiate his guidance and processes.

What five things gleaned from this book regarding the importance of Strategic Customer Service are:

1. Any leader who fails to see the opportunities and risks in the customer experience will affect their profits even with taking one interaction for granted.

2. Guiding principles and processes when applied will strengthen and provide comfort and confidence in their future dealings. Managers cannot afford to reduce expenses by under-serving their customers.

3. Strategic Customer Service is definitely an intellectual reminder that nothing in more powerful than a positive customer experience and is for all senior management and aspiring CFOs.

4.
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Format: Hardcover Verified Purchase
My first reaction upon learning that John Goodman was writing a book on customer service was much like that of his colleagues at TARP. Why would he want to share so much information, so many examples, such keen insights, and so many valuable tips about how to create a successful customer-focused organization for only $24.95? Wouldn't he be better off saving this expertise for clients willing to pay substantially more?

I think this book says something about John Goodman that I have known for 20+ years - he sincerely cares about customers and the organizations that serve them, and he knows that we can be doing a better job. Why wouldn't we want to? As John notes, "investing in customer service is one of the highest return opportunities in business today."

As the title of the book suggests, Strategic Customer Service is about the big-picture view of the customer as critical to the success of the organization, and how to go about creating an effective service strategy. But John doesn't stop there, as he also covers the tactical aspect of service quite thoroughly.

If you are data-driven, you won't be disappointed. Many customer service professionals, including me, have been using TARP data for years. Now we have much, much more to draw from. In Strategic Customer Service, John answers important questions like:

* For consumer packaged goods and other small-ticket items, what percentage of dissatisfied customers take the time to tell you about their dissatisfaction? (5 - 10 percent, and most of them only to the retailer)
* How about for big-ticket items?
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