Review by Choice Review
This latest book is an extension of Hayes's recent Measuring Customer Satisfaction and Loyalty (3rd ed., CH, Feb'09, 46-3340). Although written for researchers and analysts, it offers a more manager-friendly tone than his previous book in presenting guidelines and models for developing a customer feedback program (CFP). Part 1 introduces customer feedback programs, and the second and third parts offer best practices for CFPs. Hayes goes to great length to demonstrate his system through statistical evidence, case studies, and well over 100 pages of appendixes. This book counters those who support the use of the Net Promoter Score (NPS), developed by Fred Riechheld in The Ultimate Question: Driving Good Profits and True Growth (2006), and Richard Owen and Laura Brooks in Answering the Ultimate Question (2008). However, Hayes makes pointed assertions about the NPS in a section in chapter 1 titled "The Myth about the NPS as the Ultimate Question" and another titled "Potential Loss of Revenue When Using the NPS: An Example." The NPS still remains in use, so there is certainly no consensus to support Hayes's claims. Nevertheless, the book's excellent organization and wealth of examples make it a valuable resource for those interested in CFPs. Summing Up: Highly recommended. Graduate, research, and professional collections. D. Aron Dominican University
Copyright American Library Association, used with permission.
Review by Choice Review
