Customer Defection: The Case for Action -- When Prior Strengths Become Your Weaknesses -- Boutique, Alternative Strategy of the 1990s -- Survival Issue and Strategic Imperative of the 2000s -- Understanding Loyalty: A Pie Pan of Needs -- Product vs. Service Slices -- Customer Segmentation and Targeting -- Integrating Two Views: Opportunity vs. Risk -- Opportunity: The Customer View -- Risk: The Company Culture -- Winning Customer Experience -- What They Want: Ten Myths About Your Customers -- What They Need: Customer Visioneering -- What You Must Do: Institutionalize Loyalty -- Epilogue: Who Stole My Customer?