Radiate optimism, positivity and energy. Be loyal to your customers (& they will be loyal to you). Never forget to ask what you can do for your customer. While many companies intend to be customer-oriented, only a few succeed in truly satisfying the customer. The key to success is building a customer centric culture: a culture where management and staff know how to make customers feel valued. Within these organisations, everyone is fully aware of their responsibilities to customers. As a result of this awareness, these businesses work hard at optimising their customer-centricity. To polish their ‘rough diamond’ into a beautiful, shiny jewel. In more than 100 tips, A Diamond in the Rough shows you how to build a customer-focused company culture.