Customer focus ‐ a commercial imperative Available to Purchase

Argues that, underpinning the competitive features in today’s business world ‐ products, quality, price, service, customer base and market access ‐ are four key elements: culture, processes, systems and organization. Discusses each of these elements and advises that to achieve a truly personalized customer focus throughout the whole organization, companies must be prepared to make drastic changes to some or all of these factors.