Customers Included (2nd Edition): How to Transform Products, Companies, and the World – With a Single Step

Why do companies so often fail to give customers what they want? "Customers Included" provides a roadmap for any executive or entrepreneur who wants to create better products and services. Using real-world case studies—from Apple, Google, Netflix, and Walmart to an African hand pump, a New York City park, and the B-17 bomber—the book clearly explains why including the customer is an essential ingredient of success for any team, company, or organization. Mark Hurst, a pioneer in the field of customer experience, provides practical tips for a strategic, customer-inclusive approach that generates results.