Today, socio-demographic data such as name, gender and home address are no longer enough to really know your customers. It is only when the significant, behaviour-based information about your customers is used intelligently for addressing them that facts become actions and realize added value. Measurable. Transparent. And continuously improvable.
“Know your customer” is not a new idea which only appeared when everyone started talking about big data. But today it has a completely different dimension. Only those who know their customers really well can generate added value for them. If this knowledge is not generated and implemented, there is a risk that the customer will go to a competitor. Afterwards, such behaviour is called “disruptive”. But this potential risk can be reduced by consistently responding to customer behaviour and needs.