This is a book for anyone in the service of customers. In a changing world where everyone
claims to be customer-centric what does it really take to grow a business with customers back
where they belong? Written by one of the foremost authorities on customer behaviour Start with
the Customer will reframe your understanding of the modern customer guide you through the
forces shaping their behaviour reveal the golden rules and cardinal sins of service and help
you build a world class service culture fit for whatever you're selling and wherever you're
selling it. 'Most business books don't do it for me. This book however is different and
here's why: Peter Cross knows his stuff' Mary Portas OBE 'A deeply practical book packed with
tips. It can't guarantee success but it does illuminate a mysterious art' Sir Andy Street
'Peter Cross knows customers like no one else and his book is a masterclass in getting inside
their heads and refocusing your business on what you find' Lynne Franks OBE
