RETAILOBSERVER.COM AUGUST 2015
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ure, your company has satisfied customers. If you didn't, you wouldn't be in
business (at least not for long). But here are some questions few companies
ask: How loyal are they? Will they recommend your products and services
to others? Will they stick with you through thick and thin? Or will they run at the first
sign of a price increase or some other change that rubs them the wrong way? Is
there anything you could be doing to attract more customers? How might you
improve your product or service's features and pricing to better satisfy your market,
now and in the future?
If you want to create and enjoy long-term success, you need to know the answers
to questions like these. And in today's business environment, guesswork won't cut
it. To make the best decisions for their businesses, leaders must gather detailed
data, detect patterns within it, and use their conclusions to improve the customer
experience. In other words, good customer management comes from good customer
measurement.
That's where Customer Analytics For Dummies by highly visible customer analytics
expert Jeff Sauro comes in. Relevant for almost all leaders, this book gets you up to
speed on what you should be testing. Specifically, you'll find:
• Instructions on what to measure, how to measure, and ways to interpret the data
• Easy-to-digest information on understanding each stage of the customer journey
• Tips on how to transition to a data-driven customer experience
• Current information on how to leverage A/B testing, social media's role in the
post-purchasing analytics, usability metrics, prediction and statistics, and much
more to effectively manage the customer experience
• Real-world customer analytics examples from companies such as Wikipedia,
PayPal, and Walmart
Whether you're part of a customer engagement team or a product, marketing, or
design professional looking to get a leg up, Customer Analytics For Dummies will help
you to understand and connect with your customers better than ever before.
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B O O K R E V I E W
CUSTOMER ANALYTICS
FOR DUMMIES
Author: Jeff Sauro is a Six Sigma-trained statistical analyst and pioneer in
quantifying the customer experience. He is the founding principal of
MeasuringU, a customer experience and quantitative research firm based in
Denver, Colorado. To learn more about Jeff Sauro and his other publications,
please visit www.measuringu.com.
Publisher: Wiley
