Understanding Your Users
AOL was able to swallow up Time Warner as it had twice the stock market valuation at the time. And why did it have such a high valuation? It was due to the huge customer base it had and, more important, because of how much it knew about those customers and the direct relationship it had with them. In hindsight, AOL’s valuation at the time seems hugely overblown, but in the ever-intensifying battle for customers, there is still a great premium placed on the value of understanding, and knowing, your customers. This is vital for CRM and it is increasingly at the root of any Web project: Usability, personalization, and community building all absolutely depend on understanding your users.
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