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I'm beginning to really warm up to the idea that customer service *is* the new marketing. Staying in touch with the reality of how your product and service are perceived and used is paramount. I've seen too many circular conversations inside organizations.

Customer councils are parmamount to success for any business! We employed these at GE. Partly as a guiding coalition, partly as an early warning system. When a company gets the right clients on the council, and the clients understand their advisory role, it is a beautiful, powerful opportunity.

Companies willing to have these candid, courageous conversations, and act on the guidance, will build sustainability and value for their clients for years to come.

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