CODING PUSH

Ask most people what the primary purpose of a business is and they’ll say either, ‘To make a profit’ or ‘To maximise profits’. Peter Drucker (1909–2005), perhaps the only true genius that the discipline of management has produced, challenges this view. He argues that Despite the need to win and retain customers, it is still the case that far too many organisations see customers, and their complaints, as annoying distractions from the real work of the organisation. The truth is that there are only two enterprises that can treat their customers with contempt and still prosper – drug dealing and football clubs. WHAT TO DO ■ Unless you have already done so, re-orientate your thinking. Stop obsessing over profits and start to think about how you can improve the service you offer customers. Satisfied customers will tell their friends about you. Dissatisfied customers will tell everyone! ■ Treat existing customers as the valuable assets they are and not the annoying nuisance that many