Customer = Prospect

Customer loyalty is at an all-time low. On the plus side, this means that competition is fierce. Fierce competition has a tendency to shake out the dross. No dross drives good organizations to either play their best game or fail.

Exciting, isn’t it?

It is a terrific time to win new Customers. There’s just one problem: They’re not new Customers, even if they purchase from you. Today, tomorrow, and for the foreseeable future, every Customer is actually a Prospect.

Prospects must be won over each and every day, with every at bat, over and over again, no matter how many times they purchase from you.

Again, the good news is that organizations that deliver the 3 Expectations (Zero Defects, Timeliness, Personalization) have the opportunity to win unprecedented market share.

The bad news? Those that don’t will lose it.

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