Book Excerpt: 'Return on Customer: Creating Maximum Value From Your Scarcest Resource'

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Businesses succeed by getting, keeping and growing customers. Customers are the only reason you build factories, hire employees, schedule meetings, lay fiber-optic lines, dispatch service trucks, stock inventory, file for patents, operate call centers, negotiate contracts, write software or engage in any other kind of business activity whatsoever.


Without customers, you don't have a business. You have a hobby.


The problem is that business success is extremely difficult today -- probably more difficult than it ever has been. All the easy growth has now occurred. Every household in the industrialized world already has one or two or more cars, a washing machine, television sets in different rooms and a cell phone (or several). Once an economy matures, customers are no longer so hungry to buy, but businesses are even hungrier to make sales.


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