ABSTRACT
Customer Commitment: Follow the Market Leaders Great companies are truly obsessed about their customers. ey are masterful at creating and delivering value to their highly satisfied, loyal client base. Consider these examples: Federal Express changed its name and repainted its trucks to read FedEx, as that is what customers called them (“Let’s FedEx this package to Omaha”). Nordstrom’s sales associates have been known to buy products from a major competitor, Macy’s, to satisfy an unfulfilled customer’s request. Zappos.com, an online shoe and accessories retailer, gives its customers a full year to return its product (learn more about Zappos in Chapter 5).
