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Foreword by Philip Kotler
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, ...