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Spectrum_2_2010_customer_caCustomers: Both company heads and hordesof experts contemplate their future, study programs the world over are named after them, conferences and workshops are dedicated to their satisfaction. Often left by the wayside before the economic crisis, customers are now being courted, coddled, and cultivated while companies are analyzing and attempting to predict their behavior.

And how are customers responding? By making themselves scarce. In some industries, they are practically an endangered species. When you do hear from them, they publicly criticize products and services and simply refuse, despite all coaxing, to make choices. Customers: “We’re back!” “Finally,” they exult, “we’re getting the attention we deserve – the chance to voice our opinion and compare products as we see fit!”

You will find the whole article in the current SAP SPECTRUM.

Free download: The current issue of SAP SPECTRUM Issue 2 | 2010.