Listening to the voice of the market : how to increase market share and satisfy current customers / R. Eric Reidenbach.

Author: Reidenbach, R. Eric.

Imprint:New York : Productivity Press, 2010.

Description193 p. ; 24 cm.

Note:Defining the VOM. Customers or Markets? -- The Product/Market Matrix -- Identifying Which Voice to Listen to -- Customer Value versus Customer Satisfaction -- How To Listen -- Collecting the VOM. Questionnaire Basics -- Building the VOM Architecture -- Modeling Market Value -- Understanding Your Competitive Value Proposition -- Loyalty and Vulnerability Analyses -- How to Use the VOM. Driving Competitive Planning with the VOM. Identifying SS Projects with the VOM. Monitoring Change Effectiveness with the VOM. Managing Your Net Promoter Score with the VOM.

Bibliography Note:Includes bibliographical references and index.

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