Imagine for a moment that you did not have this insight into yourcustomers. You did not analyze your data to see the trends it toldyou. You did not have a workable understanding of your variouscustomer segments, personas, and their value to your business. Youdid not invest the time and effort to fully understand and thenempathize with your most valuable customers and know what theirwants and needs are. Nor did you invest the time and effort to fullyunderstand your next level of customers and what it would take tomake them more valuable to your organization. You would not trulyknow who your customers are, their habits, their trends, and mostimportantly why they buy your product or service.