Discusses the theory of front‐ and back‐seat driving relative to
customer‐driven enterprise in marketing. With deregulation and
privatization picking up speed in service industries, customer service
roles are vitally important. Shows that marketing must embrace new
technologies alongside customer choice and marketing ideology with
intelligence. Also posits requisite planning as a positive approach as
involving customers in learning how to drive themselves. Describes the
author′s early involvement in requisite planning at Bowater Packaging in
which transformed production technology and localized competition were
involved along with corporate renewal. Describes the theory behind
CUSTOMDRIVE 5 and includes a model with six steps. Concludes that, if
CUSTOMDRIVE 5 is understood and implemented, then marketing
professionals will soon take on board the relevant message.