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“A focus on customer experience and an outside-in perspective are the cornerstones of business success.”

BILL MCNABB, chairman and CEO, Vanguard

HARLEY MANNING KERRY BODINE
FORRESTER RESEARCH

THE POWER of PUTTING CUSTOMERS at the CENTER of YOUR BUSINESS

OUTSIDE IN
THE POWER of PUTTING CUSTOMERS at the CENTER of YOUR BUSINESS

HARLEY MANNING KERRY BODINE
FORRESTER RESEARCH

New Harvest Houghton Mifflin Harcourt
BOSTON NEW YORK 2012

Copyright © 2012 Forrester Research, Inc. All rights reserved This edition published by special arrangement with Amazon Publishing Forrester and Technographics are registered trademarks of Forrester Research, Inc. FedEx is a registered trademark of Federal Express Corporation. FedEx World Service Center and FedEx Office are registered trademarks of Federal Express Corporation. LEGO is a registered trademark of the LEGO Company. All other trademarks are the property of their respective owners.

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For information about permission to reproduce selections from this book, write to Permissions, Houghton Mifflin Harcourt Publishing Company, 215 Park Avenue South, New York, New York 10003. www.hmhbooks.com Library of Congress Cataloging-in-Publication Data Manning, Harley. Outside in : the power of putting customers at the center of your business / Harley Manning, Kerry Bodine, Forrester Research. p. cm. “New Harvest Books.” Includes bibliographical references and index. ISBN 978-0-547-91398-8 1. Customer relations. 2. Customer services. I. Bodine, Kerry. II. Forrester (Firm) III. Title. HF5415.5.M1645 2012 658.8’12 — dc23 2012018995 Book design by Brian Moore Printed in the United States of America doc 10 9 8 7 6 5 4 3 2 1

PART I THE VALUE OF CUSTOMER EXPERIENCE

1

You Need Your Customers More Than They Need You

K

evin Peters sat alone in his car in the rain, watching the entrance

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