Wouldn’t understanding your customers be a whole lot simpler if they were all exactly the same?
Of course, there isn’t a successful company on earth that expects this to be true. That’s why most companies work hard to understand the different behaviors and expectations within their customer base — as well as how good of a job the company is doing at meeting those expectations.
But how do you accomplish this when you’re operating at a global scale?
It certainly isn’t easy. To start, you....