Customers' collective buying power can make or break any company. While this may not be news to businesses, customers themselves are now realizing their collective strength and flexing their muscles. That makes customer satisfaction and retention even more crucial. Sarah Cook does a great job of showing the business impact of keeping your customers happy. She cites pivotal studies and tells numerous stories from actual companies to prove her thesis. In unembellished textbook style, she explains what really matters to consumers and how some companies have made their operations more customer-centric. While the book is slightly repetitive, it is also practical and informative. getAbstract recommends it to anyone who wants to build repeat customers and boost employee morale.