Socrates considered "know thyself" the objective of wisdom, but in business, the key to success is knowing your customer.
A customer's relationship with a brand is much more complex than some people assume. As shoppers, we don't just come on to a site and buy what it sells out of the blue. We may get there by clicking on an ad, clicking on a promotion in an email, or by remembering a positive experience we had with the business when we called and chatted about an order. There are many different channels involved, and each one only shows one aspect of the total customer experience. So how do you really get to know what your customer is responding to?