Written in a lively and readable by two experienced consultants, this book argues that far too much has been made of customer satisfaction and the primacy of the consumer at the expense of hard-edged commercialism. In the rush to jump on the 'customer is king' bandwagon, most organizations have failed to remember that the first rule of being in business is to make money. And now they are suffering the financial consequences. This pragmatic book destroys seven key myths about customer management that have achieved an almost folkloric status, and provides a step-by-step action plan for linking customer focus with commercial goals. The result will be a balanced organization that is customer-driven - not customer-led.