GETTING CLOSE TO the customers is a no-brainer. The better we understand them, the better we can serve them and the more likely they are to come back. However, most firms tend to think of “the customer” as being someone very different from “the staff.”
Yet in many cases the people running the business have very similar interests to the people who come to spend their money there. This is especially true in retail—people working in clothes stores have an interest in fashion, people working in music stores are usually keen musicians, people who become chefs have an interest in good ...
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