Customers first: Many brands say it. Few brands live it

We are all on a quest to better understand customers. The sobering truth is most brands only have a very narrow view of them.

It's understandable. If a customer bought something from you five months ago, was that the last interaction you had with her? Maybe you followed up with an email or tried to target her with an ad. Did she engage with you? Whether you don't have enough rich first-party data, too much stale third-party data or not enough real-time behavior data, this is a hard problem to solve. It's like trying to squeeze a glass of orange juice when you have just a thin slice of orange. But what if you had the whole orange?

There is a natural perimeter of ignorance when it comes to understanding your customer. "If we could just understand everything there is about the customer" is a common lament. However, if you knew more about your customer, what would you do with that information? How would this help you deliver a smarter, better, more relevant customer experience? How would this help you grow?

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