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Do's and Don'ts to Getting Closer to the Customer Know the do's and don'ts in improving your relationship with your customers. Excerpted from the book "Business: The Ultimate Resource" Reprinted with Permission Do Think of ways to reward customers for sharing their likes and dislikes. Make sure your organizational culture encourages staff to think "customer first."  Integrate customer focus with other business activities -- it should be a cross-departmental, cross-functional initiative.  (article continued below ...) Don't Don't make assumptions about what people think without testing them. Don't rely on data from too small a sample of customers.  Don't react too hastily to vociferous complainers -- see whether other customers feel the same way.

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