In order to grow a customer’s business, you must get inside it. Unless you know it, you cannot grow it. No business can be grown from the outside. By being an insider, you can be in business together with your customer instead of just doing business with the customer as an outside supplier. The opportunities to be in business together are found in the customer operations, where you can affect outcomes and where growth can take place if you are able to improve those outcomes.

Contributing to customer results shows up in one survey after another as one of the top three critical success factors in customer satisfaction. Few customers say that they need better products. Many products exceed customer needs, such as ...

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