Putting your customer at the center

Describes how a five-step procedure for genuinely customer-centric market segmentation achieved “spectacular” results in practice for Dell Computers and Fidelity Investments in the USA.

Putting Your Customer At the Center: Unleashing Your Company's Profitable Growth Potential

Larry Selden Selden & AssociatesGeoffrey Colvin Fortune Magazine

Virtually every company we meet these days claims to be customer-centric newspapers included.

Yet these companies' managers moan about declining customer loyalty, oppressive competitive price pressures, and the difficulty of attracting lots of new customers. It's clear their customers don't think these companies are customer-centric and, in truth,...

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