AbstractDo your customers want to do business with you? How easy is it for them to complete a simple transaction? Putting customers' interests first and viewing what is best for the customer and the company form the foundation for decision‐making at Prudential Insurance Company. By driving customer‐focused improvements, Prudential is creating best‐in‐class operating standards. This article explains how Prudential's Marketing Performance and Information unit incorporates customer research and financial analysis to create operational transaction standards designed to consistently satisfy customers.