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7 someone makes the effort to know us by collecting our data, and it remains irrelevant, we resent it more. I don't mind a business not knowing me when I'm totally anonymous to them, but if they have a loyalty card I expect them to know the things I buy. If I hadn't told them, there would be no contract between us." Our biggest achievement is convincing some really big companies that putting the customer at the heart of their thinking is the best way to proceed. It's a major achievement; most companies secretly believe pesky customers get in the way of their number one priority - making money. Yet our experience shows that focusing on a greater understanding of customers is a valid and profitable strategy. It's a better way of marketing, spelling the end of junk mail and all other poor ' marketing' practices designed purely for the benefit of business rather than customers. As the rest of this book will show, place customers first and the rest will follow. secret weapon

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