With ever more crowded industries, and customers’ ever-growing access to information that guides decision-making, if ever there was an era where the customer came first, this is it. Landing on a strategy that will delight current and prospective customers requires getting to know them both qualitatively and quantitatively. And herein lies the challenge. This kind of insight takes time and money and often gets pushed off or short-changed.
It’s true that data should not be the....