500
500
/3 /3 /4 /4 /6 /6 /7 /7 /8 /9 /9 300 /10 /11 /11 /12 /12 /13 /13 3 /14 /15 /15 Coco /16 /16 /17 /18 /19 /20 /20 /21 /22 /22 /23 /24 /24
/26 /27 /28 /28 /29 /29 /30 /30 /31 /32 /32 /33 /33 /34 /34 /35 /36 /37 /38 /39 /40 /42 /43 /44 /45 /46 /47 /48 /48 /49 /49 1+1>2 /50 /51 /51 /52 /53 /53 /53 /54 /54
/55 SMH /56 /57 /58 /58 /59 /59 /60 /61 /61 /62 /63 /64 28 /64 /66 /66 /67 /67 /68 /68 0 /69 /70 /71 /72 /72 /72 /77 /77 21 /78 /79 /79 /80 /81 + = /82 /82 /84 /85 /86
/86 /87 /87 /88 /89 365 /90 /90 /91 /92 /92 /93 /94 5000 /94 /95 /96 /96 /96 /97 /98 /98 /98 /99 /100 /100 /101 /102 /103 /104 /104 /105 /105 /106 /106 /107 /108 /108 /109 /109 /110 /110 /111 /111 /112 /113
/113 /114 /114 /115 /116 /117 /117 /118 /118 /119 /119 /120 /120 /121 /122 /123 /123 /124 /125 /126 /126 /127 /128 /128 /129 /129 /130 /130 /131 /131 /132 /133 /133 /134 /134 /135 /135 /136 /136 /137 /137 /138
/139 /139 /143 /143 /144 /144 /145 /145 /146 /146 /147 /147 /148 /149 /149 99 /149 USP /150 /151 /151 /152 /153 /154 /155 /155 /156 /157 /157 /158 /159 /160 /161 /161 /162 /162 /163 /163 /164 /165 /166 /166 /167 /168
/168 /169 /170 /171 /172 /172 /173 /174 /175 /175 /176 /176 /177 /177 /178 /178 /179 /179 /179 /180 /180 /181 /181 /182 /182 /183 H /183 /184 /184 /185 /185 /186 /186 /187 /187 /188 /188 /188 /189 /189 /190 /190 /191
/191 /192 /193 /193 /194 /194 /195 /195 /196 /196 /197 /197 /198 /198 /199 /199 /200 /203 /204 /204 /205 /206 /206 /207 /207 /208 /208 /209 /209 /210 /210 /210 /211 /211 /212 /212 /212 /213 /213
/214 /215 /215 /215 /216 /216 /217 /217 /218 /218 /219 /219 /220 /220 /220 /221 /221 /222 /222 /222 /223 /224 /224 /225 /226 /226 /227 /227 /228 /228 /230 /230 /231 /232 /232 /233 /233
/233 /234 /235 /235 /236 /236 /237 /238 /238 1997 /239 /239 /240 /240 /241 /241 /242 /242 /243 /244 /244 /245 /245 /246 /247 /249 78 22 /250 /250 /251 /252 /253 /254 /255 /256 /257 /258 /259 /260 /260 /261 58000 /261 /262 /267
/267 /267 /268 /268 /269 /270 /270 /271 /272 /273 /274 /275 /275 /276 /277 /277 /278 /278 /279 /279 /280 /281 /281 /282 /282 /283 /283 /284 /285 /285 S.S /286 /287 /287 /288 /288 /289 /289 /290 /291
550 /292 /293 /293 /294 /295 /295 /296 /297 /297 /298 /299 /300 /301 /301 /301 /302 /303 /304 /304 /305 /305 /306 /307 /308 /309 /310 /310 /311 /312 /312 /313 /313 /314 /315 /315 /316 /317 /317 /317 /318 /318 /320
/321 /322 /323 /324 /325 /326 /327 /328 /328 /329 /330 /330 /331 /332 /333 /334 /334 /335 500
500 100 1000 3 8 1000 750 56 22 500 1985 600 10 2
EVENT( ) 6000 693C 20 80 20 19 20 80 4.2
(David Leisure) 300 25 1 20% 1 60% 1 20% 1 20 3 100 1 1 FDT 50 15 1998 7
300 300 300 4 150 600
1 69 3
Holison 1.57 1.55 1.54 1.50 0 5 Coco 20 70 9
8 30 15 300 10% DDB DDB
DDB 50% 27 5 40 10
1100 40 400 15.4% 20 20 50
20 10 10 1/4 2/4 3/4 25 1992 10 6 3 7 24 7 4 10 1 7 24 100 9 10 5
100 1 9 2 8 3 4 7 5 6 6 7 7 6 8 5 9 4 10 3 2 1 6 90 90
1937 20 2
600 216 50 50 1978
12 2 3 4 5 6 12 1. 2. 3. 1989 40 3
40 3 5 1 1 1 EVENT() 24 20 BMW 10 10 21 015 000 17 496 000 11 621 000 26 105 000 BXBEFASHIONS 19 590 000
K3 2 10 16.8 K 1980 7 29 10 200 2500 100 10 1973 12 1974 3 26
6 6 5 4 3 11 7 20 10 10 10 20 200
CS
8 5 6 30 1997 7 1+1>2 1+1>2
800 6 10% 6 6 91% 20 60 30 40 20 200 90
2000 ( ) 100 24.8 10 1 10 24.8 5 365
SMH SMH V8 V8
10 10 P K D P K D (AT&T) 1995 10 AT&T AT&T
AT&T AT&T 29% 49% 10% 62% 17% 70% 50 BJ656AZ BJ656AZ 5 500 20 33
3 33 28 9 28 50 28 6 28 28 28 9 250 28 70 0.3%
ROLO ROLO ROLO ROLO SAPPORO 75%
0 6000 10 80 25 4 30 4
1888 30 300 500 (Goyce Clyde Hall) (Benn Konsynski)
(Goe Vitale) (There's a Customer Born Every Minute) (Michael Porter) (Norman Augustine) Martin Marietta (Augustine's Laws) (Ron Zemke) (Presidents) (C.Britt Beemer) (Predatory Marketing) (Goe Vitale) (There's a Customer Born Every Minute) (Rosabeth Moss Kanter)
(Harvard Business Review) (Dianna Booher) (Louise Bullis Yarmoff) 99 (Business99) (George S.Patton) (Kyocera) (Milton Friedman) (Napoleon Hill) (Harvey Mackay) (Beware The Naked Man Who Offers you His Shirt) (Michael LeBoeuf) (The Greatest Management Principle in the World)
(Games Robinson) CEO (William Dillard) (Eberhard Schueing) (Creating Customers for life) Dish Night (Harvey Mackay) (Pushing the Envelope) (Harold Ruttenburg) Gust For Feet CEO Katherine Barchetti K.Barchetti (Rolf Gensen) (The Dream Society)
(Marshall Field) 3 Yankelovch Partners 2500 66%
2000 (Border Coffee) 5 120 1500 1989 10 10 21 21
3 15 100 90 80 1979 100 10 7 30 15 KOTOBUKI 8 10 7 A 200
B 2000 6000 7 21 10 23 3 500 10 6 7 130 100 + = 1984 30 16 1989 2 2 3 1.6 2 1985 20
99 8% 5 1 1 1
60 (Key Medical Supply) 200 300 (Smed International) 1.08 (Steelcase Herman Miller) 15 150 99% 128 15000 1200 6 42
(Magie Hat) (Bostom Beer Co.) 365 Munton's() 40 Munton 12 Munton 1000 15000 (Orvis Co.) 1856 350 400 500 3.5 100 100 100 8
2200 5 9 50% 600 9% (Zane's Cycles) 5 5 170 20% 30% 1993 1000 / 1000 (Smed International) 15 1997 1.08 5000 5000
5000 5000 33 52 1952 77 000 1 580 000 2000 800 ( )
250 320 250 320 250 A 30 4 4 4
150 50 3 E N 100 130
C 1000 C 3 1000 C C C 3 3 5
10 30 5 15 500 500 5000
4 2 6 5
OK OK 11 15 38 44 25
1977 9 30 10% 1977 1988 11 25 250 6 4 500 3000 270 1996 8 50.2%
1997 10 700 60% 450 350 1998
1 60 2000 6.5 6 25 1984 700 200
15 1998 12 8 19 38 VCD 28 100 1 1000 104 1000 500 1000 1000 1000 30 38 30 300 3 5 10 1980 48 200
1 2 4 6 ( 10 )5 1 10 4 (Empower Trainers & Consultants) ( ) 20 60 (The Art Company) 55 11 800 (Norman Optical) 7 25 200
10 150 88% 340 1% 70% 2/3 3000 3 3 (Harpoon Brewery) 4 700 4000 (Canyon Cafes) 45 1995 1625 29% 106 177 3 7 7 7 7 7
80 4000 500 3 140 32 1984 3 80 3
23 8 10 50 2 20 1 ( ) 20 3 EJ
EJ 24 600 200 7000
IBM () IBM IBM 24 IBM IBM 2 2.4 4000 4000 20000 3000 2000 2000 1000 28000 4000 24000 24000 28000 20
13 (Stauley Marcus) (B.Goseph Pine) (The Experience Economy) 2 (Dale Carnegie) 20 HMO 120 8% 2400 HSM
5 (Paavo Hanninen) (Leon [L.L.] Bean) (Michael Smith) Land's End (Customer Service) (Goel Ross) (Dan Burton) K (Kay Knight Clarke) Templeton (Christopher Hart) (Extraordinary Guaraxtees)
(exceptional) (exceptions) (Roadway Express) (Gohn Wanamaker) (Thomas Gones) (W.Earl Sasser.Gr.) (Herb Kelleher) CEO (Leader to Leader) B.T. (Booker T.Washington) (Albort Eiustein) (Marlene Blaszczyk) (Reynold Levy)
(P.T.Barnum)
199 15 6 5000 10 13 40 1957 9 4 1200
1958 25 500 1974 10 2 3 24 ( )
3 6 3000 10 80% 3 102 99 99 99 (0 99 ) 1 99 12 99 2 99 65 99 AE 1 135 199 99 20 399 99 USP
10 m&m's m&m's m&m's m&m's m&m's USP USP Unique Selling Proposition TCL 37 6% 1998
20 20 JWT JWT 1927 JWT 16 10 9 80 1988 1 3 5 20 90 100 ( ) 15 100 100 100
4X 4X 1000 1000 3 1000 1000 50 50 50 100 50 20 20 90 1992 22 5 4 8 10 000 10 5
1989 1988 1000 IBM
20 60 Rosy Rosy Rosy 1995 1995 1 6 15% 20 80 50 1983 1985 12 5 1
1/3 2/3 123 747 1985 8 18 6 15 524 45 4 520 117 15 ()( ) 80 3/4
16 1984
238 ( ) ( )
50 30 5 100 Gold Lion Gold Lion
21 500 5000 5000 1.3 0.67 S S S S
15% 2200 1500 9 50 2 25 1 1 12 5 2 14 50 15 80 13 00 5%
12 10 5 5 5 10 3 5 6000 50 250 38 18 4
7 15 3 6 1 5 6 H H 2 5 1500 1500 1
10 5 5 1 5 30 6 2 5 2 5 1898 30 20 10
1945 10 (Marx Granding) 5 2 2 2 20 24 1 12 1 5 10 10 20 5
49 6 1983 4 10 6 50 1983 600 ( ) 50
100 1000 5 2000 1960 25 1965 1970
6 23 10 29 4 221-B 221-B 221-B
1. 3 2 110% 3 20% 3400 1981 4 1 100 16 108 7000 10 4 1 5 288
60 100 100 8 8 5 5 7 5 500 190 (Theodore Levitt) 4 (Dr.Kerry Strayer) (Ron Zemke) (Kristin Anderon) (Delivering Knock-Your-Socks-Off Service) Spriut Training
(Charlotte Beers) (Peter Drucker) (Gan Carlzon) (Louis Boone) (Quotable Business) 6 10 5% 75% (Don Neal) (Lisa Ford) (Best Practices in Customer Service) (Gohn Hartley) Promus
(Best Practices in Customer Service) (Philip Kotler) (Kotler On Marketing) (Brain Woolf) (Colloquy) (Harry Bullis) CEO (Allan Karl) PRGSCOMM (Robin Lanier) P.T. (P.T.Barnum) (Dale Renner) (Andersen)
5% 60% 4% 21% 5% 40% Bain & Company (Daniel Scroggin) (Gim Laiderman) Equifax National Decision Systems (Barry Gibbons) (Gf You Want to Make God Really Laugh.Show Him Your Business Plan) C.B. (Armen Kabodian)(The Customer Is Always Right) 10 8 7 9 8 10 11 6 19 5
4 12 13 14 17 15 (Tom Peters) (Thriving on Chaos)
6 50 1
50 100 ( ) JIM JIM ABC ABC
3 67%
40 3 220 1984 20 15 8
1988 3 40 3 500 500 500 40 1988 50 4000
3 K K K K K 1 45 2 15 15 1993
2 40%
150 50 35 30
5000 10 7 1% 60 10
PT6 PT6 30 484 50 32.83 50 1.80 1.22
6 1991 5 7 50 1991 11 11 1986 M 30 40
1854 1
5 4 5 300 300 OK 300 ( )
5 1981 10 20 15 15
10 1.8 20 10 10 100 3 6 8 20 3 1997 1997 7 1 1997 6 30 100 1997 1997 9.6 M
1000 5000 100 99% 1%7X 10 10 7X 7 7 10
1% 5 5 20 70 5 30 5 6
3 3 6 3 6 78 22 78 22 78 22 78 22 78 22 22% 78% 78% 22% 78% 22% 78% 22%
D
1956 56 56 1956 20% 56 56 56 50 10% 20% 30% 40% 10% 20% 30% 40% 10% 20% 110
50 50
1970 100 500 15 400 26 110.5 1100 10 58 000 58 000 6
500 216 (F.W.Woolworth, ) vs. (James Martin) R.H. L.L.Bean (P.D.Armour)
(Lee Gacocca) (T.Scott Gross) (Ootrageous!) (Kenneth Chenault) Land's End (Customer Service) (Orison Swett Marden) (Lawrence Friedman) (Timothy Furey) (The Channel Advantage) (Dell) (Timothy Furey) Oxford Associates CEO
(Scott Cook) gntuit CEO Sem's Club Source (Darby Checketts) (Customer Astonishment) (Louis Carbone) 7 9 8 10 11 6 19 5 4 12 13 14 17 15
6000 1987 1 23 10 10 10
30 1861 4000 1931 3 3 3
200 P K D 300 Lemon Lemon Nobody is perfect () Ugly is only skindeep () 12
10 6.50 5.90 10
1977
3000 1982 1984 1983 1984 80 1000 30 1/3
5 3 97% 92% 90% 85% 80% 65% 70% 10 ( ) 6 S.S S.S S.S
3 15 325 000 125 10 5
90 300 1960 25 550 1979 3 550
10 1884 1/3 11 13 1996 1 10
3 20 20 1 5 5 6 3250
20 80 25 5 1.75
50 2% 10 418 1981 1998
10 10 2
18 ( ) 18 18 20 90 500 2000 1977 Walkman SONY Walkman Walkman 100 Walkman T Walkman Walkman Walkman Walkman Walkman Walkman
3 5 10 3 30 1580 500 538 4 4000 1000 3 5 10 10 3 12 13 18 25% 19 24 50% 25 30 75% 31 36
1921 110 200 200
5 2 3 () 10 10 5
40 20 90 800 750 750 700 8 800
1/3 48 72
8 8
3 2.3 2.3 6000 55
5 100 5 4 GLYKO ( ) GLYKO GLYKO GLYKO 5 10 1000 30
10 72 72 42 10 10 20 60 1968 4
1.7 4 70 97% (1) (2) (3) (4) (5) (6) (7) (8) (9) (10)
20 20 400 50 35 500 336 (Malcolm Forbes) 1.Pepsico 2. Chart House 65 41 82 3. US Airways ( )
(Martha Rogers) JNSJDE /TO/ 1-800-HOT-HOGS (Doug Laplante) New Pig 4 1 3 (Gill Griffin) (Customer Loyalty) (Leonard Wood JJJ) Robert E.Nolan (Management Review) (Dave Holmes) Reynolds And Reynolds CEO (Every Business Js A Growth Business) (Rob Rodin) CEO (Thomas Alva Edison)
(Don Peppers) (Heather Williams) 21 (Stan Davis) (Blur) (Robert Edwards) (Leonard Berry) A&M (Discovering the Slul of Service) (Bernie Marcus) (Arther Blank) Home Depot
(Charlotte Beers) (Leader to Leader) (Bruce Nordstrom) (Robert Spector) (Customer Service) (Mark Albion) (J.W.Marriott.Jr.)
(Sam Walton) 7 9 8 10 11 6 19 5 4 12 13 14
17 15