Analyses how Xerox found success in turning around the market share loss it suffered, when faced with Japanese competition in the early 1980s; notably through focusing on customer satisfaction. Finds that a company must establish a customer‐first mentality at all levels of the company′s culture in order tosucceed, adopting the relevant processes, systems and environment for improvement in customer satisfaction. Concludes that people‐to‐people relationships remain of vital importance in developing customer satisfaction and thus increasing market share and profits.
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