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The Coming Customer Revolution

Transforming Customers into Advocates, Influencers, and Contributors

IN THE LAST DECADE, many companies have undergone a tidal shift in focus toward the customer as key to their firm’s vigor and sustainable growth. Certainly business writing has reflected and supported this proposition—yet the focus remains shortsighted.1 Companies sink lots of resources into improving customer relationships and creating customer promoters with a very limited goal: to induce them to buy more stuff. Yet the act of buying is just one way—and often not the most lucrative way—that customers can create value. In fact, by focusing so single-mindedly on such a narrow goal, companies shortchange both their customers and themselves. ...

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