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Voices You Want to Hear

Developing Deeper Insights into Customer Needs

WITH MARK SIDOTE

There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.

—Sam Walton

How would you measure the customer experience in a fast food restaurant? A colleague of ours was waiting in line and observed that the business was measuring the “time from when an order was placed until the money was collected and the cash register was closed.” This is a reasonable metric for measuring the efficiency of the cashier. But if the company is interested in improving customer satisfaction, ...

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