12. The Journey to Customer Success
“Success is a journey, not a destination. The doing is often more important than the outcome.”
—Arthur Ashe
As we hope we’ve made clear in this book, successfully competing for customers in the next decade will require you to master a new set of skills focused on delivering business outcomes that help your customers succeed. We have argued that if you fail to deliver success for your customers, you can expect to suffer from the significant upheavals of an economy that will increasingly thrive on disruption.
We explored the three fundamental capabilities that are essential to producing business success for your customers. These include listening closely to your customers, engaging them strategically, and finally, ...
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