Creating an effective customer satisfaction program
Craig CinaDirector of Market Planning at Yellow Freight System, Inc. Mr. Cina's major responsibilities include directing the company's strategic market planning, marketing research, product development, business analysis and forecasting
1989en
ABI
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Proposes an effective customer satisfaction program. Demonstrates that successful services companies have service packages, such as minimum service requirements and value added services that distinguish them from competitors. Offers five steps to greater customer satisfaction that focuses on satisfaction audits, service strategy development, employee relations, implementing tactics, and maintenance and feedback. Concludes that marketers must ultimately have a good understanding of the marketplace.
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