ACUP '98--A Louisville Slugger

Get To Know Your Customer

Keith Nickoloff, president of PathForward, a management consultancy, offered managers some marketing advice gleaned from his 16 years at Eastman Kodak Office Imaging. He stressed the importance of getting to know your customers well, saying that whoever knows the customer best will win. Customers, he said, go where they're treated special, so learn their special needs, satisfy them and create customers that are so pampered no competitor would want them.