Listening to the voice of the market : how to increase market share and satisfy current customers

Listening to the voice of the market : how to increase market share and satisfy current customers

"In this book, the author teaches you how to identify and capture the Voice of the Market and then use that data, and a new understanding of it, to make your organization market-focused. It is not about hijacking customers with one-time special pricing. Instead, it is about applying the proper...

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Bibliographic Details
Main Author: Reidenbach, R. Eric (Author)
Format: Book
Language:English
Published: New York : CRC Press , c2010
Subjects:
Consumer satisfaction
Marketing research
Table of Contents:
  • 1. Customers or markets?
  • 2. The product/market matrix identifying which voice to listen to
  • 3. Customer value versus customer satisfaction
  • 4. Collecting the VOM
  • 5. Questionnaire basics
  • 6. Building the VOM architecture
  • 7. Modeling market value
  • 8. Understanding your competitive value proposition
  • 9. Loyalty and vulnerability analyses
  • 10. Driving competitive planning with the VOM
  • 11. Identifying SS projects with the VOM
  • 12. Monitoring change effectiveness with the VOM
  • 13. Managing your net promoter score with the VOM

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