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Customer Power by David C. Swaddling and Charles Miller

The full title of this book by David C. Swaddling and Charles Miller is

Customer Power: How to Grow Sales and Profits in a Customer-Driven Marketplace“.

In my review posted to Amazon.co.uk, I gave the book Four Stars. This means I think it is Good and Well Worth Reading.

Here is my book review.

Impressive book on customer perceived value

The book starts off by posing the question, why write another book about customers when there are already more than 900 thousand in print.

I’ve always thought it ironic how few books there are about customers when it is customers who decide whether a business will be successful. Their vote (with their money) is the only one that matters.

The book is split into three sections:

  • Understanding customer perceived value (chapters 1 to 3)
  • Using customer perceived value (chapters 4 to 10)
  • Listening for customer perceived value (chapters 11 and 12)

The book is a very broad review of customer perceived value and what it takes to implement an effective customer perceived value strategy.

It includes a look at the potential gaps in the customer perceived value cycle:

  • Research gap – the difference between customers perceptions and management assumptions.
  • Strategy gap – the difference between management assumptions and the goals, priorities and strategies of the business.
  • Process gap – the difference between the goals, priorities and strategies and what the business processes consistently deliver.
  • Management gap – the difference between business processes and customer perceptions.

I think this is a very useful way to think about customer value issues, both why a thorough review is needed and as a guide to implementing a customer value strategy.

If you are interested in using customer value concepts in your strategic management and planning, I recommend you read Customer Power. It’s well written and will make you think about customer value in a comprehensive way so you can see where it needs to impact on your business.

It is available to buy from Amazon.co.uk and Amazon.com.


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