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To create successful customer relationships, companies must understand what their customers care about and what value proposition appeals to them.
It is a natural human failing to question the concepts that we think we know well. As Marshall McLuhan said, "We don''t know who it was that discovered water, but we''re pretty sure it wasn''t a fish." In my decade-long career as a teacher, researcher, and author, I have written extensively about different aspects of creating, delivering, and capturing customer value. But this is my first attempt to distill my understanding of customer value into seven fundamental lessons. I hope these lessons help you in your quest for profitable customer relationships.
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