Ever commercial company exists to make a profit, preferably large enough to enable growth. Faced with fierce competition and shorter product life cycles, most of today?s companies are riding the bandwagon of ?getting closer to customers?. Few grasp, however, just how critical this is to their survival. In fact, as t his book demonstrates, the long–term worth of a company is perhaps most accurately described as the sum of future profits from customers, discounted to a present value. No customers, no business. it really is that simple. Now, with that in mind, imagine a company that could discover and nurture its most profitable customers, identify those ripe for improvement, accurately allocate service overheads, see actual cash flows for each customer relationship, motivate its employees and communicate market feedback for continuous improvement throughout the organization. That company would surely know exactly where it was going and how to get there. That company can...

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