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.
- 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. - 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. - 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. - 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.