Chapter 3. CUSTOMER-BASED STRATEGY
If you walk into Stew Leonard's, a unique grocery store on the East Coast of the United States, you will probably notice a sign engraved in stone. This sign, which represents the company's philosophy and is meant as much for its employees as its customers, highlights two rules. It reads, “Rule # 1: The Customer Is Always Right. Rule # 2: If the Customer Is Ever Wrong, Re-Read Rule # 1.”
A focus on customers is not unique to this company. For years, managers all over the world have reiterated the need to focus on customers, provide them good value, and improve customer satisfaction. In fact, metrics such as customer satisfaction and market share have become so predominant that many companies not only track them ...
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