100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

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156 • 100 GREAT BUSINESS IDEAS


their preferences and requirements in detail, and then acting
on them.


Dell’s approach highlights the need to develop the relationship with
the customer.


In practice


Adopt a singular focus on the customer by following four
principles.



  1. Finding the most effi cient path to the customer. This means avoiding
    intermediaries that add confusion and cost. Also, organize your
    business around customers who share similar needs.

  2. Making things easy—and being accountable. Customers want fast,
    streamlined access to your products: give them this, and give
    them someone who will take responsibility for helping them.

  3. Building to order—this means understanding what your
    customers want, and delivering exactly this. The result is less
    cost for you, and potentially more business from your client.

  4. Being a low-cost leader. By focusing on what customers want,
    your business is able to reduce expensive inventory costs and
    to streamline your supply chain. The result is improved
    customer service, a better price for the customer, and higher
    margins for you.

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