Chapter 3 Think Like a Customer

  • Understanding business contact-by-contact, customer-by-customer
  • Need, Shop, Buy
  • Now . . . for the rest of the story
  • Choreographing each step in a consumer cycle
  • Same customer outcome, low tech delivery
  • The company’s side of the story—orchestrating the contacts
  • Dissecting the Mower Contacts
  • Each contact is a container for slots
  • Too much to measure
  • The loudest sound in business is customer silence
  • Summary