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~ Profit in business comes from repeat customers, customers that boast about your project or service, and that bring friends with them. ~  ~ A brand is a set of differentiating promises that link a product to its customers. ~ ~ Quality in a product or service is not what the supplier puts in. It is what the customer gets out and is willing to pay for. A product is not quality because it is hard to make and costs a lot of money, as manufacturers typically believe. This is incompetence. Customers pay only for what is of use to them and gives them value. Nothing else constitutes quality. ~ ~ Reduce the layers of management. They put distance between the top of an organization and the customers. ~ ~ Advertising is of the very essence of democracy. An election goes on every minute of the business day across the counters of hundreds of thousands of stores and shops where the customers state their preferences and determine which manufacturer and which product shall be the leader today, and which shall lead tomorrow. ~ ~ Your brand is created out of customer contact and the experience your customers have of you. ~ ~ Reduce the layers of management. They put distance between the top of an organization and the customers. ~ ~ We listened to what our customers wanted and acted on what they said. Good things happen when you pay attention. ~ ~ It took us three years to build the NeXT computer. If we'd given customers what they said they wanted, we'd have built a computer they'd have been happy with a year after we spoke to them - not something they'd want now. ~ ~ Conducting your business in a socially responsible way is good business. It means that you can attract better employees and that customers will know what you stand for and like you for it. ~ ~ Loyalty is dead, the experts proclaim, and the statistics seem to bear them out. On average, U.S. corporations now lose half their customers in five years, half their employees in four, and half their investors in less than one. We seem to face a future in which the only business relationships will be opportunistic transactions between virtual strangers. ~ ~ Customer-based measures are important, but they must be translated into measures of what the company must do internally to meet its customers expectations. ~ |
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