One of our core principles since the day we founded our company is, “always place the clients’ best interest first” – not only is this instilled in every aspect of our company, but as a fiduciary, we are legally bound to adhere to this principle of our clients. As Martha Rogers and Don Peppers explain in their book, Return on Customer, “Without customers, you don’t have a business. You have a hobby.”
“Putting the customer first” means that all decisions, in all levels of the company hierarchy, are centered on the clients’ best interests. But in order to put this into practice, it is crucial to first have a deep understanding of your customers — their wants, their needs, and how to communicate with them effectively.
In the interview below, author John Sculley discusses how companies like Starbucks and Amazon have found success through understanding their customers and putting the concept of “customer-centricity” into practice.