There is a difference between thinking about customers and thinking like customers. The former mindset may occasionally yield some successful practices, but the latter guarantees a customer-centric experience. Clearly, it is the better approach.
A crucial step in thinking like a customer is to leverage customer feedback -- from internal and external customers. Do not assume you understand their values; actually listen.
Circle K does just that, and in this new podcast, the organization's Jorgen Lislerud reveals the keys to success.