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Winning on Purpose
book

Winning on Purpose

by Fred Reichheld, Darci Darnell, Maureen Burns
December 2021
Intermediate to advanced
288 pages
7h 14m
English
Harvard Business Review Press
Content preview from Winning on Purpose

CHAPTER 3

Love Your Customers

The Quintessence of Customer Capitalism

Toward the end of my cancer treatments, I noticed an American Express sign posted at the cashier’s station near the hospital discharge desk. The sign read: “We love our customers.”

Love? Really? Is that how a business should feel about its customers?

My initial reaction was that some advertising copywriter had gone a little loopy. But upon deeper consideration, I have come to believe, yes, this is exactly the way a business should feel about its customers. Even the most hard-nosed businesses—those in the most ferociously competitive low-margin industries—need to love their customers, because in this age of customer capitalism, love offers the most resilient winning strategy. ...

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Publisher Resources

ISBN: 9781647821791