Why do companies so often fail to give customers what they want? "Customers Included" provides a roadmap for any executive or entrepreneur who wants to create better products and services. Using real-world case studies - from Apple, Netflix, and Walmart to an African hand pump, a New York City park, and the B-17 bomber - the book clearly explains why including the customer is an essential ingredient of success for any team, company, or organization. Coauthors Mark Hurst and Phil Terry, pioneers in the field of customer experience, provide practical tips for a strategic, customer-inclusive approach that generates results.