New KPMG Study Ranks Luxembourg Brands By Customer Experience

"Get closer than ever to your customers. So close that you tell them what they need well before they realise it themselves."

So said Steve Jobs. In other words: companies can find the future in the present, if they can understand their customers on careful and profound terms.

Building a full customer context

Traditionally, companies have focused on their own slice of their consumers' lives and wallets—what customers bought directly, via loyalty programmes, or on discount—and used that information to improve campaigns and engagement. Today, however, opportunities are to be found when broader aspects of customers' lives are understood, such as their travel, purchasing, browsing, and watching habits—as well as the company they keep on social networks.