The Seven Myths of Customer Management is required reading for everyone who?s job interacts with or impacts customers. Written in a lively, readable and anecdotal style, this book challenges much conventional wisdom and provides a powerful antidote to many potentially dangerous and expensive misconceptions. Written by two experienced and expert practitioners, it offers practical and pragmatic advice on how to unlock customer value and maximise corporate revenues. ?I wish I had had this book in front of me as the Marketing & IT snake–oil men tried to sell me their wares. This is the best exposition I have so far seen on creating focused customer strategies around what really counts and what will ultimately drive the bottom–line. Without ever losing sight of the importance of customers and meeting their needs, it introduces a realistic management–based approach and kills some sacred cows along the way.? Michael Pinder Managing Director, Premier Banking , Barclays Private...

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