Understanding customers' needs -- Tuning in to your customers / Kristen B. Donahue -- Let the customer make the case / Gerald Bertsell and Denise Nitterhouse -- How Best Buy's executives learn from the front lines / Lauren Keller Johnson -- The fourfold path to figuring out what your customers really want / Jim Billington -- Identifying customer segments -- Tuning in to the voice of your customer / James Allen, Frederick F. Reichheld, and Barney Hamilton -- What's the cure for customer fatigue? / Kirsten D. Sandberg -- Do you really know what to do with your customer data? / Jean Ayers -- Survey your customers electronically -- Communicating with customers -- Zeroing in on what customers really want / Douglas Smith -- Are you reaching your customers? / Richard Bierck -- Connecting with your customers -- Beyond the carrot and the stick: new alternatives for influencing customer behavior / Frances Frei -- Enhancing customer loyalty -- Do you know how much your customers are really worth to you? / Uta Werner -- Questions about customer loyalty with Jill Griffin -- Keys to keeping your best customers / Jim Billington -- A crash course in customer relationship management -- What customer-centric really means: seven key insights / David Stauffer.