The question: Who is your customer?
It's not obvious.
Seth Godin goes on to cite who companies like Zappos, Nike, Apple and Columbia Records think their customers are. It's not the consumer. For some companies in telecom, the customer is the CEO, Wall Street or the founder.
In Forrester’s Fifth Annual Customer Experience Index only 4 companies - Amazon, Costco, USAA and Kohl's - received an Excellent. "No one can afford to be complacent when it comes to customer experience." Just some food for thought.