Understanding the fatal mistakes -- Critical choice 1--who are we, customer pleasers or efficiency crunchers? -- Critical choice 2--what is the role of the customer in our existence? -- Critical choice 3--what defines our total experience? -- Critical choice 4--what customers do we neglect? -- Critical choice 5--what kind of relationships do we seek? -- Critical choice 6--how do we change our organization to avoid the silo-based customer trap? -- Critical choice 7--do we employ functional robots or passionate evangelists? -- Critical choice 8--post-sales dialogue and service, do we really care? -- Critical choice 9--what do our measurements say about us? -- Critical choice 10--how long do we milk our products? -- The ultimate choice--customer strategies, a mutual lifetime commitment.