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Wired and Dangerous by Chip R. Bell, John R. Patterson

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CHAPTER 8Connection How to Help Customers Feel Like Partners

To give real service you must add something which cannot be bought or measured with money, and that is sincerity and integrity.

Donald A. Adams

How many times have you looked at a product or service and said to yourself “I wish I’d thought of that”? Today’s winning organizations—the ones with the endearing and enduring products and services—design them “with” customers rather than “for” customers. The “for” group creates a product or service and then conducts market research, including focus groups to get customers’ reactions for refinement. “I prefer the blue one over the green one” or “I would like it better if it was sweeter or faster, or whatever.” The customer is viewed as judge ...

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