Making Sense of Customers

Business is getting serious about understanding customer behavior in context—and it's paying off. What are they doing? What are the implications? What lies ahead? We'll explain.

According to a global study of 1,500 CEOs conducted by IBM, the biggest challenge CEOs face is the so-called "complexity gap." Eight out of ten expect the business environment to grow in complexity, but fewer than half feel prepared for the change.¹

The research also reveals that CEOs see a lack of customer insight.....