Competing for Customers: Why Delivering Business Outcomes is Critical in the Customer First Revolution

Introduction

“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”

–Sam Walton

Is there anything really new that can be said about the customer? No doubt you’ve heard all the old adages before: how the customer is in charge and calls the shots; how your business is all about satisfying the customer; and how you need to stay “laser focused” on the customer.

Over the years, a lot of people have explored what makes customers tick and how paying attention to your customer fuels business success. More recently, the “customer experience” meme has been grabbing the attention of business leaders, marketers, and sales executives alike. The idea that “journey ...