In any business environment, success equals understanding
customers. Today, however, there seems to be particular emphasis on
this aspect.
And yet, understanding customers isn't always
straightforward. It used to be that a company could simply push its
product, if it was an interesting enough one, onto a large consumer
segment and get results. However, this one-size-fits-all approach
is no longer effective given the demands for tailored and
personalised products or services.
This shift can be observed across pretty much every sector and
industry. To pick one out just as an example, financial services
today don't differ greatly in people's eyes. Consumers can
rarely tell one bank from another besides superficial variances, or
explain their choice of bank with clear and specific reasoning. To
this scene, add young tech companies who generally have better,
simpler ways of interacting with consumers: what results is rising
customer expectations for the whole sector, on
