Innovative Book Explores New Management Practices for Predicting Future Consumer Behavior

Managing Forward: How to Move from Measuring the Past to Managing the Future by industry veteran on customer experience analytics

Oct 18, 2011, 10:02 ET from ForeSee

ANN ARBOR, Mich., Oct. 18, 2011 /PRNewswire/ -- ForeSee President and CEO, Larry Freed, today announced the launch of a new book, Managing Forward: How to Move from Measuring the Past to Managing the Future, that explores new research connecting the customer experience to future financial success across all industries, with a focus on digital marketing and web-based initiatives.


In an environment where many organizations rely on metrics that show what has already happened (sales, website traffic, etc.), Freed shares research-backed theories and techniques on how organizations can use forward-looking customer experience analytics to actually predict future customer behavior and engender loyalty, recommendations, and future financial success across all industries.

In his new book, Freed explains how organizations can allocate resources more efficiently and effectively. Businesses can achieve business and brand goals by using intelligence gained from customer satisfaction measurement and analysis, as well as connect customer experience to bottom-line business results. The book also includes a chapter by Dr. Claes Fornell, author of The Satisfied Customer and founder of The American Customer Satisfaction Index (ACSI), which is a proven predictor of consumer spending, stock prices, and other macroeconomic trends.

"Most companies focus on what has happened in the past to determine the strategies and tactics that should drive their futures," writes Freed in Managing Forward. "Totally understandable – however the old cliche 'you can't drive forward when you're looking in the rear-view mirror' really does describe a fundamental management issue at play. Customer satisfaction, on the other hand, can actually predict the future when measured correctly. Extensive scientific and academic research shows a satisfied customer is a long-term, loyal, and profitable customer who is likely to recommend you to others – customer behaviors that are absolutely critical to the success of any business."

"Better, more reliable, and more useful data leads to better decisions and better results," Freed concludes. "By accepting and embracing the challenge of the consumer revolution, organizations can treat customers better, help their economies function more efficiently, and create better experiences for everyone."  

Advance Praise for Managing Forward

"Larry Freed knows what matters and knows how to measure it. His book Managing Forward is a fascinating unveiling of the simple truths behind the science of customer satisfaction and its power to predict future behavior. Managing Forward is a marketer's must-read," Bruce Rogers, Chief Insight Officer, Forbes Media.

"Larry Freed is one of the leading figures in customer experience analytics today. His work on measuring satisfaction is a must read for any business executive," Richard Wolff, Chief Operating Officer, Javelin Group.


"Managing Forward: How to Move from Measuring the Past to Managing the Future" is now available, priced $24.99, ISBN 0615527604.  For more information or to purchase a print or Kindle edition of the book, please visit

About ForeSee

As a pioneer in customer experience analytics, ForeSee continuously measures satisfaction across customer touch points and delivers critical insights on where to prioritize improvements for maximum impact. Because ForeSee's superior technology and proven methodology connect the customer experience to the bottom line, executives and managers are able to drive future success by confidently optimizing the efforts that will achieve business and brand objectives. The result is better business for companies and a better experience for consumers. Visit for customer experience solutions and original research.

Sarah Allen-Short, 734-327-3852