Outside In: The Power of Putting Customers at the Center of Your Business

What simple innovation brought billions in new investments to Fidelity? What basic misunderstanding was preventing Office Depot from achieving its growth potential? What surprising insights helped the Mayo Clinic better serve both doctors and patients?

The solution in each case was a focus on customer experience, the most powerful-and misunderstood-element of corporate strategy today.

Customer experience is, quite simply, how your customers perceive their every interaction with your company. ...