Chapter OneHello, Goodbye: The New Spin on Customer Loyalty

The so-called typical customer no longer exists, and companies have been learning this lesson the hard way.

Until very recently, business was more concerned about the “what’s” than about the “who’s.” In other words, companies were focused on selling as many products and services as possible, without regard to who was buying them. Most corporations cling to this product-centric view even today, basing their organizational structures and compensation plans on the products they sell, not the customers who buy.

The Burger King slogan of the 1970s inviting the fast-food consumer to “Have it your way” was positively unorthodox for its era, as companies across industries offered standard ...

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