Chapter 15. Every Customer Counts

"You can only create lasting value for your business by creating value for customers."

You'd think more people and companies would have gotten the message that every customer counts. It's common sense, obvious, transparent—isn't it? You take care of the ones who pick up the tab. Unfortunately, organizations that put customers at the center of the action are rare.

The pain and suffering to which many companies subject their customers is disgraceful. Far too often, customers are forced to deal with dispassionate employees, voice mail hell, and a begrudging attitude. They feel underwhelmed, overpromised, underserved, and unappreciated, which leads to a complete absence of loyalty. Way to go!

Since the customer is the ultimate end user of a product or service, it stands to reason that the customer is King—and that a company and its employees are his servants. This understanding calls for a genuine demonstration of gratitude and humility, as the better role you perform as servant, the more loyalty you garner in return.

No company can exist without happy customers. These are the people who pay the mortgage, put food on the table, and help put your kids through college. Loyal customers keep coming back and spending more; they become powerful advocates for your cause. Enthusiastic customers make your work fun, enjoyable and purposeful. B2B should mean "Back to Basics"—a return to business fundamentals where it's all about the customer.

The purpose of a business ...

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