1. Understanding customers is not a new idea. Mass marketers have done it for years. But because they see everyone in a market as being alike or at least everyone in a niche or a segment as being alike they “understand” Customer A by asking 1,200 (or so) total strangers in a sample group from A’s segment a few question, then extrapolating the average results to the rest of the segment, including A. This is logical if all customers in a group are viewed as homogeneous.
What will a company likely do differently in terms of understanding customers if it ia able to see one customer at a time, remember what each tells it, and treat different customers differently? (7 points)