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Learning from Losing a Customer
For a long time VideoStar Connections, Inc. had supplied Digital Equipment Corp. with temporary satellite networks for private TV programs. When a Digital contract for a permanent TV installation went to a new competitor, VideoStar was forced to take a fresh look at its business. Self-examination revealed the importance of the customer's perception of the business, the product, and its own needs. VideoStar's response was to determine what business to aim for, to summon help from customers and suppliers, and to build long-term relationships through its sales force to garner operational support and maintenance contracts.