Research into long-term, successful buyer-seller relationships from Cranfield School of Management demonstrates that customers continue to turn to particular companies because they are easy to do business with. The roles of quality, technical know-how, price and other features take second place to the desire for error-free transactions. For organisations, achieving this means creating their value offering around an understanding of exactly what it is customers’ desire. This understanding then forms the focus of the organisation’s activities. In many respects, it means turning the supply chain on its head and thinking about taking the customer as the point of departure for the organisation, and not its final destination. Making this an operational reality is then dependent on the effectiveness of service delivery processes and programmes.