Everyone would agree with the following: No customers, no business. But not everyone agrees on the best way of gaining and keeping those customers. In fact, argues consultant Arussy, it is fairly easy to identify ten strategies guaranteed to produce customer dissatisfaction, things such as relentless cost-cutting—which eliminates customer-support people—and failing to convert onetime buyers into lifetime customers. Arussy offers the usual examples of companies that do things right, such as Ritz-Carlton Hotels; more helpful is his "what-not-to-do list."