For a long time, businesses were in the dark when it came to their customers. The little amount of “row and column” data that they had didn’t provide nearly enough to understand the customers’ needs, much less align the products and supporting business processes to them. These days, the opposite is true. Businesses are flooded with huge amounts of data about their customers. Phone calls, emails, text messages, chats and even social media posts ensure that companies are inundated with information.
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