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