Ten things you really need to know about your customers

Blackmore, Julian; Kendrick, Terry
October 2002
Management Services;Oct2002, Vol. 46 Issue 10, p14
Academic Journal
This article discusses the ten things that every business needs to know about its customers, in order to build and/or maintain competitive advantage. These are presented through several questions. Why do they buy from us? What are their other options? What will they want in the future? Which of them are of most interest to our competitors? What do we have to do to retain existing business? What do they really think of us? How much of their business are we getting and how much would they let us have? Are our best customers actually vampires? How do we spot a good customer and where can we find more like this? What would happen if the person who deals with us leaves? INSET: The Authors..


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