Customer value starvation can kill : prevention and cure / Gautam Mahajan, Walter Vieira ; foreword by Philip Kotler.

Includes bibliographies and index.

Section 1. Understanding value terminology. Customer value and value starvation ; Measuring value (customer value added) and the cost of customer value starvation ; Look at value destruction as an opportunity to create more value ; Common ways in which customer value starvation is created ; One way send: receive is only for payments! ; Learning value from people on the street -- Section 2. Customer value thinking. When will we ever learn: why the revolutionin corporate complaint handling has failed so far ; Customer value starvation and business thinking ; Who the hell Is the customer? ; Value destruction and zero complaints ; When zero defects are the norm, why not zero customer complaints? ; Reflections on customer value starvation ; Are assumptions hurting your brand? ; Building a customer-centric organization -- Section 3. Examples of customer value starvation. The good (customer value creation) and the ugly (customer value starvation) ; Observations of customer value starvation--at home ; Observations of customer value starvation--outside the home -- Section 4. Customer value starvation and companies. Are older and established organizations better at avoiding customer value starvation? ; The critical role of follow-up to prevent customer value starvation ; What a pleasant surprise ; Avoid customer value starvation with relationship marketing ; Customer rage ; Value starvation and ethics ; Learnings from value creation--four types of companies ; Are firms becoming more human? ; Can customer value starvation make us Mona Shaws? -- Section 5. Discussion and conclusion.

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Customer value starvation is a common disease in companies, both small and large -- which is difficult to diagnose. It is a silent killer, like many cancers. By the time it is diagnosed, it is generally late, sometimes, too late! Mahajan and Vieira have put their expertise together to show how companies overlook value starvation. This causes irritation and frustration to customers in their interaction with the company and its personnel -- in person, on telephone, net or mail. The book identifies customer DNA (Do Not Annoy) factors, and suggests how to minimize complaints; ensure customer loyalty; and long term company profitability and success. Philip Kotler, the world's guru on marketing, said, "This book will help you think freshly about your business mission and success." Seven well-known experts on the subject like Shep Hyken have contributed to this book. Read Customer Value Starvation Can Kill, and make life easier for your customers and yourself, and win in the marketplace!!

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