Book excerpt: How to become Customer Driven Customer service is the competitive business battleground of the twenty-first century. This book, by an internationally acclaimed entrepreneur, is a hands-on guide for people who run businesses or work in them, written in simple jargon-free style. He explains: The 'Boomerang Principle' (bringing the customer back) How to get the feel of the market place How to listen effectively to the customer Customer panels Why you should increase the number of complaints How to introduce fun and surprise into business. An essential handbook for managers, company directors, employees and students.