“The customer is always right” may have been superseded as a mantra for many companies, but virtually every business has a 21st century equivalent in its mission statement somewhere. “We put the customer at the heart of our business,” “Customers First,” “We build partnerships with our customers,” are all very commendable rallying statements. Some companies do make an attempt to ensure that every decision is informed by the customers’ perspective, and considers the impact of....

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