Top critical review
What about creation of value for customers?
on 10 August 1998
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.