1.Find and Keep the Customers You Want: The Customer Insight Mandate – Alton L. Adams (Accenture)
            
             Nowadays, it is not enough just to know the wants and needs of customers but rather organizations must endeavor to gain insights or in depth understanding on how best to serve their customers. Accenture starts off with the importance of not only customer retention but continued acquisition as well to unsure business survival and "develop much more intimate relationships with those customers." Even with the rise of methodologies and systems related to Customer Relationship Management (CRM), "capabilities for developing insights on customers-and successfully acting on those insights-are still lacking." To achieve this "requires significant shifts in organization and culture, sophisticated technologies and analytical capabilities, and the discipline to continuously monitor and measure the results of all marketing activities." The constant change and the ability for organizations to adapt to change will result in achieving the goal of giving "customer nirvana."
             2.What do Customers Want? – Jeffrey L. McWaters (AMERIGROUP Corporation)
            
             McWaters hit it right on the spot when he starts his views with: "The simplest, most basic reality of business is that unless you have customers, you do not have a business." He reiterates that a lot of companies invest in "customer focused" or "customer centric" endeavors. Speaking specifically about his company, the AMERIGROUP Corporation, McWaters explains that the old adage regarding: "Conventional wisdom and stereotypes about what customers want are rarely right or complete;" hence his company focuses more on determining customer needs and fulfilling these needs. He also discusses the effects of technology on customer service and warns about "technology is great when it serves your customers but terrible when...