Your customers have a shelf life

Most companies would never build a five-year financial plan using five-year-old market data. Yet when it comes to customers, organizations routinely make major decisions based on assumptions formed four marketing departments ago. From that older data, they know their audience. They know what customers value. They know why people buy. They know which segments matter most. Until they don’t. Customers rarely announce that they’ve changed. Their priorities shift gradually as new generations...