Do we need another book on customer satisfaction? Probably not. But this one is an exception. One would have thought that by now every aspect of customer satisfaction has been explored and written about. Surprisingly, Avinash Narula has done an excellent job of elaborating on a very interesting and simple concept of the invisible Unhappy Customer Stock Exchange which he had introduced in his first book on customer satisfaction -Customer Math. If you have difficulty in achieving reasonable growth and profit targets (who doesn't?), you will find the cause of and the solution to this universal problem in this book. He blames it all on companies exchanging their unhappy customers with the unhappy customers of their competitors. Probably for the first time, somebody has explained what customer satisfaction and retention have to do with brand equity and asset value using the concepts of financial and marketing theory. To top it all, the author uses simple math to prove his point.

The book is interspersed with posters and customer interaction stories. Written in simple story telling style, the concept is simple to grasp.

Interesting. Innovative. A must read for everybody who has customers. And who doesn't?