Introduction: the fundamental disconnect

The first disconnection. What customers really want: compelling experience ; What business supplies: customer service

The second disconnection. What customers really want: personal focus ; What business supplies: product focus

The third disconnection. What customers really want: reciprocal loyalty ; What business supplies: endless prospecting

The fourth disconnection. What customers really want: differentiation ; What business offers: sameness

The fifth disconnection. What customers really want: coordination ; What business offers: confusion

The sixth disconnection. What customers really want: innovation ; What business offers: status quo

Conclusion: the culture of the customer.