Personal Needs vs. Customer Relationships

Strategy Driven

The challenge of sustaining long-term value pushes businesses toward considering short-term relationships as the easiest route to profits. People are commonly referred to as ‘buyers,’ ‘shoppers,’ ‘payers,’ ‘non-responders,’ ‘early adopters,’ and ‘eyeballs.’ Customer satisfaction is used by 90 percent of companies as a benchmark for success. But the customer satisfaction benchmark is confounding.

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