Clark talks a lot about customer no service. It’s something that corporate America works overtime to try and provide us. They don’t seem to understand that it’s cheaper to keep an existing customer than to go find a new one. But there is some good news on this front. One of the hottest waves in consulting is to look at a business through the eyes of a customer, according to Business Week. There is suddenly a realization that you really have to abide by the adage that “the customer is king.” For a while, everything was about “right sizing” and seizing market share through buying up competitors. But now companies have figured out that making an experience positive for a customer will make them more money. Companies are bringing in anthropologists, psychologists who work side by side with executives. They brainstorm about how the customer sees things, and they make suggestions about how to change things. Not your typical consultant, but they’re actually getting things done. One of the companies mentioned in the story is Kaiser Permanente. The execs were considering building bigger centers with fancier furniture. But they learned that what people really wanted was to be treated with respect and dignity, and not be left alone in a room naked for a half hour, waiting for a doctor. They didn’t give a hoot about how the building looked. So be smart about keeping a customer, instead of spending a ton to bring in new ones.