Chapter 7 - Chapter 7 Overview The focus of this chapter is...

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Chapter 7 Overview The focus of this chapter is interacting with customers. The main reason to do this is to gather as much information from your customers in order to influence them. It is about creating a mutually beneficial dialogue with each customer. Some would call it a two-way conversation and in the spirit of the business and the customer learning from each other throughout the process. There are many mediums and touch points in which we can have these customer interactions, but they must all be integrated so that the conversations can continue from where it last left off. As a result, this customer data and interactions should be available at all levels of the business. The goal should be to never ask a customer the same question more than once because we remember them across all our platforms (page 193). This dialogue is so we can better understand the customers’ needs and what potential value they represent.
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