FIVE

Customer-Focused Marketing

SUCCESSFUL marketing places the customer at the center of all planning and decision making. Everybody in the company is focused on the customer at all times. The company develops an obsession with customer service. Employees communicate, interact, and stay close to their customers. Continual customer contact and market research are essential to ongoing customer satisfaction.

When Buck Rodgers was the president of U.S. operations at IBM, he emphasized that every single person in the corporation must look upon himself as a customer service representative. Your company will be successful to the degree to which each person in your company thinks about the customers all the time. This even includes the people who sweep ...

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