CHAPTER 4
GETTING DOWN TO THE NITTY-GRITTY:WHY, WHO, AND WHAT
I hope by now I have persuaded you that having a more granular and focused view of the customers you serve is critical to competing in a hypercompetitive market. The more granular your customer view is, the more specific your messaging will become and the more targeted your insights will be. Ultimately, having such a view enables you to invent better customer experiences. You send customers on a journey that’s been architected for their specific customer type, and as a result you will lead your market in customer loyalty, sales, and profitability.
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