Author Archive for Craig Boroughf

Guest Commentary: When a Truck Driver Fires Your Customer

I was reminded recently of an old United Airlines commercial, where a company president assembles his entire team to discuss how their oldest customer had just fired the firm. The reason was plain and simple: the customer felt the company had lost touch with them. The company had forgotten the value of understanding its customer’s needs from the customer’s perspective. They were too busy using technology and systems to replace personal relationships. I remember this […]

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