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Very Important Prospects

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This story appears in the November 1997 issue of Business Start-Ups magazine.

What's the measure of success in business? For some small-business owners, it's a big bank account. For others, it's a large staff. But according to the results of a recent survey for Sprint Business conducted by Roper Starch Worldwide, more than half the American small-business owners surveyed cited customer satisfaction as the true measure of entrepreneurial success.

"Small-business owners and executives are much closer to the front lines of their operations, so they recognize the contributions that a satisfied customer base can make to a company's long-term success," says Patti Manuel, president of sales and marketing for Sprint Business. "Our own ongoing research has shown that this type of long-term thinking has come to characterize businesses of all sizes."

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