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Marketbusters: 40 Strategic Moves That Drive Exceptional Business Growth by Ian C. Macmillan, Rita Gunther McGrath

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2

TRANSFORM YOUR CUSTOMERS’ EXPERIENCE

MOST OF YOUR CUSTOMERS or clients really don’t care about what you sell. They spend little time even thinking about it. In fact, few of your customers or clients are likely to regard doing business with you as an exciting event. It certainly isn’t a highlight in their busy lives. In short, the business issues that seem all-consuming from where you sit often have very little resonance with your customers.

And yet the absolute core of organizational self-renewal is to develop deep insight into what customers do care about and why. In this chapter, we introduce a practical, proven approach to seeing customers the way they see themselves and intelligently tapping into their experiences in order to change ...

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