Have you ever wondered why satisfied customers don't always stay loyal customers? Why do so many companies adopt new sales or enabling technologies, but still fail to see the expected increases in turnover or customer satisfaction? And why do buyers always expect more from your company, despite your yearly innovations?The answer is both complicated and simple. It's complicated because it requires changing outdated thinking and processes. However, understanding your customer becomes simple when you start thinking like a buyer.As you read this book, you will put on your buyer's goggles and learn how to provide greater value to your customers. Create a smarter, more balanced customer experience based on customer insights