Overview Executives use phrases such as customer driven, customer focused, market oriented, and so forth to motivate their people to do a better job serving the customer. While the idea is sound, too often it is just “lip service” or talk rather than a major investment for improving all facets of the organization and its business culture. – Art Weinstein and William C. Johnson, Designing and Delivering Superior Customer Value What is important is not so much what we do—t