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Title: What about creation of value for customers?
Review: From the tone and content of his book, Gitomer apparently believes that customer loyalty comes from superior service. In my experience, this message is a very superficial and one-dimensional approach to understanding customers. For well-known examples of companies doing a great job of creating loyal staff and customers - like USAA, Rosenbluth International, Fed Ex, State Farm, MBNA, Southwest Airlines and Ritz-Carlton - service is just one element of their success. Companies like these are so committed to their customers, every process is targeted at building value. Other than a page here and there, "Customer Satisfaction is Worthless...." offers a light snack on customer loyalty and the creation of value rather than a full meal of insight.
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