Chapter 1 - Chapter Overview Chapter one defines the...

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Chapter Overview Chapter one defines “the customer” and describes how businesses have traditionally interacted with their customers and how this has been changing over time. It’s not just about product market share anymore but in order to be competitive, businesses need a one-on-one relationship with their customers. Business looked at large aggregate groups and would try to acquire more customers to those groups and now they are looking at the individual customer and growing what that customer is buying from them. It’s about establishing stronger relationships with individual customers. Keeping customers is always better than constantly trying to acquire new ones. They also emphasized that technology has been a key aid to this gradual transition. In the end, the business and the customer have to get some value from each other for the relationship to be successful. Topic of Interest 1
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