In most cases, customer understanding is based on a study of a business problem. The first time a client is engaged, a dialogue and dance begin that can end abruptly or continue for many years. Customers stay invested only as long as the company maintains and demonstrates an understanding of their needs, wants, psyche and desires.

Thus, many businesses have discovered that the path to cross-sell and up-sell opportunities is supported through the ability to access and analyse databases that capture customer needs and interests, in addition to their transaction history. The dialogue and information gathered from customers provides companies with the raw data to act and move with insight toward market trends. In addition, individual customer attitudes are flags and alarms that companies need to attend to. Bottom line: understanding customers can reap big rewards.