What Do You Really Know About Your Customer Base?
As a leader in your organization, you will be very familiar with your organization’s key financial statements and monthly management reports. But what do you really know the people who pull out their wallets and pay for your products and services? In The Customer-Base Audit: The First Step on the Journey to Customer Centricity, experts Peter Fader, Bruce Hardie, and Michael Ross start you on the path toward really getting to understand your customers’ buying behavior as well as the health of your overall customer base. In this excerpt from their book, the authors ask some challenging questions, and make the argument that to answer them, you will need to conduct your own customer-base audit.
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