The Seven Myths of Customer Management: How to Be Customer-Driven without Being Customer-Led

By John Abram; Paul Hawkes | Go to book overview

Chapter 6
Lining Up the Ducks
Aligning the Company for
Customer Focus

If you buy the cow, take the tail into the bargain.

Old English proverb

After several weeks’ negotiating, a keen sailor was on the point of buying a new trimaran from boat builders in Holland. After checking via the Web, she found that one of the two banks with which she had deposit accounts was offering a better conversion rate from sterling to the euro. As the account was serviced by telephone and post only, she not unreasonably called the bank to set up the appropriate funds transfer. Somewhat to her surprise, she was told that this could only be done in person, at a bank branch, because of the large sum of money involved.

On arrival at the branch, in a remote rural location (they clearly have not all been closed), much confusion ensued as the staff had never before handled a transaction of this type and scale. No problem, they assured the customer, because the branch had access to an internal foreign-exchange help desk that would undoubtedly be able to talk the local staff through the necessary procedures.

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