The Arthur Andersen Guide to Talking With Your Customers: What They Will Tell You About Your Business : When You Ask the Right Questions

Smart business owners and managers beat the competition by surveying customers and tailoring their businesses to serve their clients' needs, wants, and expectations. The Arthur Andersen Guide to Talking with Your Customers provides the action plans necessary to start an ongoing customer satisfaction program, complete with checklists, flowcharts, questionnaires, and worksheets.

Books about customer service stress the need for companies to have regular and ongoing interaction with their customers, but those books usually offer no specific information on how to get, evaluate, and respond to customer feedback. Wing, however, does exactly that. He provides checklists, flowcharts, sample surveys, letters, self-assessments, and various work sheets to help measure customer expectations, needs, and satisfaction; and he explains how to evaluate the information those tools help compile. He also makes clear that all employees--from frontline workers to top management--share in the responsibility to "[talk] with your customers." Wing is now a senior manager with Arthur Andersen's business consulting practice, but he also has experience running four different companies. His book provides invaluable guidance for any organization concerned about improving customer service. It is essentially the same book as one Wing published in 1993, but it now has Andersen's imprimatur and an additional 10-page chapter on using the Internet to help gauge customer response and satisfaction. David Rouse