4The voice of thecustomer
Let's go back to the debate we were overhearing in Chapter 1. You will remember that it involved representations of finance, marketing, personnel and operations. We'll start with the marketing manager this time.
‘Customers?’ said the marketing manager. ‘That's easy for me. They're the punters out There in the street. The ones who pay their hard-earned money for the products we make. Lovely people, all of them. Fickle, unreliable, always ready to complain – but lovely, all the same. After all they ’re the ones who pay our wages. Of course, I agree that it's the customers who make our lives difficult. Unreasonable demands. Always looking for a better or cheaper product somewhere else. But, let's face facts. Without customers, ...
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