Customer Value Starvation Can Kill

Contents

Acknowledgments

Foreword by Philip Kotler

Introduction

Preface

Observations on Customer Value Starvation

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 Revolution in 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, ...