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Three Myths about What Customers Want

publication date: Oct 16, 2012
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HBR Blog Network

Three Myths about What Customers Want

This post is the last in a three-part series.

Most marketers think that the best way to hold onto customers is through "engagement" — interacting as much as possible with them and building relationships. It turns out that that's rarely true. In a study involving more than 7000 consumers, we found that companies often have dangerously wrong ideas about how best to engage with customers. Consider these three myths.



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