Customer proximity, customer behavior, customer value: When the customer is happy, the entrepreneur is happy. Six institutes and eleven professors from the University of St. Gallen have developed a concept for the primary task of companies: to define, adhere to, and further develop services and offerings for customers. Research conclusion: Customer benefits should not be underestimated, as they create long-term advantages for companies. Customer Value provides leaders across all industries with valuable guidance for implementation in start-ups, small and medium-sized enterprises, industry, trade, and media.