Customer CEO: How to Profit from the Power of Your Customers

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The Power of Yes

Key Customer CEO Question:

Igrew up in the 1960s in Dallas, Texas, and I vividly remember a breezy little radio jingle that happily sang, “First National Bank says ‘Yes’!” Even then, a long time before banks could spell the word “marketing,” that locally owned downtown bank—or its ad agency—had figured out that customers were much more inclined to do business with you if you made doing business easy. The Power of Yes means, “We are here to serve you.”

In his book Quest for the Best, the late Neiman Marcus chairman Stanley Marcus wrote, “Customers have the perception that service is an indication of interest in them as individuals, ...