For a customer-centric business, customer insights are pivotal for market success. At a financial and strategic level, the customer should be a constant reference point and an integral part of planning and decision making processes.
At an operational level, segmentation should be the driving force behind differentiated pricing and channels, innovative sub-brands, and up- and cross-selling of a wider range of products and services. This helps to deliver more value to customers and ultimately to the organization.
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