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Untapped Customer Insights
Customer is the most fundamental word in business. Without customers there is no business and no need for it. When you stop understanding your customers, you stop understanding your own business. Redefining the basic customer relationship at the heart of your business model is tantamount to tampering with the heart of your economics. But sometimes it must be done. Nine of the twenty-five more in-depth case studies of strategic redefinition or renewal in this book—or nearly two-fifths—entailed moving to a next-generation customer model.
In our Growth Survey, 65 percent of executives indicated that they would have to change their customer model to maintain their growth. When we asked them about the most ...
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