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We can know who our customers are. We can know and remember a lot. Customers expect us to know, remember and serve them. They expect a simple and easy experience.

What is the result of not knowing?

They will move on and we won’t even know it happened.

“I’m about to give you money and you don’t know who I am,” Nelson shared in the voice of a customer. His answer is to consider the balance between “internal automation versus external learning and engagement.” Customers expect you to know who they are, where they are, and not to have to conform to your old models in place today. They’ll simply move on if they have to.

via Every Company is a Cloud Company: The Relationship Between Technology and the Future of Business – Brian Solis.