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What to Expect

Today, customers are in charge. It is easier than ever for customers to comparison shop and, with a click of the mouse, to switch companies. As a result, customer relationships have become a company's most valued asset. These relationships are worth more than the company's products, stores, factories, Web addresses, and even employees. Every company's strategy should address how to find and retain the most profitable customers possible.

Today's customers make the rules; if organizations are to survive, they must do business in any way the customer wants. However, this is easier said than done. Most companies consider themselves customer focused, but in reality, they're product-centric. Meanwhile, e-commerce has increased customer expectations, which have raised the bar on service levels. If they fail to leap over this hurdle of ever-rising service standards, companies are out of the game.


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