ANAGEMENT CONSULTANT PETER F. DRUCKER once remarked that “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” The study of the customer has become so essential in creating an effective marketing strategy which, as our front cover indicates, is often a delicate balance.

Discovering customer insight can bring it into focus. In our feature story, “Marketing’s new mantra ... Gain insight, communicate wisely,” Neil Rosenblum talks about how customer knowledge can really unlock breakthroughs in connecting and establishing loyalty. For the companies whose customers we have questioned through the Relationship Index Survey, the results have been very revealing. If you’d like to see a full report of the results, with the actual aggregate numbers and industry comparisons, visit www.first-perspective.com/reply.

It may be time to discover the truth about your customers.

Take care,


Ron Drenning
President
rdrenning@first-marketing.com