Have you ever wondered why satisfied customers don’t always stay loyal customers? Why do many companies adopt new sales or enabling technologies, yet fail to see the expected increase in turnover or customer satisfaction? And why do customers expect more from your company despite your yearly innovations?

The answer is both complicated and simple. It’s complicated because it requires changing outdated thinking and processes. However, it becomes simple to understand the customer when you think like a purchaser.

As you read this book, you will put on your buyer’s goggles and discover how to provide greater value to your customers. Make your customer experience smart and balanced based on customer insights, or not...