Understanding customers is the most significant key to provide great service.

To be able to provide a great experience to a customers requires a brand to know and anticipate the customers needs and expectations. An attentive assessment of your customers and there buying behaviour can be potentially rewarding.

Most companies opt for value based segmentation of customers to get a grasp on there customers which is a necessity in company perspective but in todays world, it shouldn't just stop there. Without a conclusive understanding of customers you would be just driving your brand blindfolded.

Every brand should access itself and understand what motivates its customers by asking itself:

Who is my customer?
What do they buy?
Why do they buy it?
How do they buy?
What factors affects the customer purchase decision?

We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better.

- Jeff Bezos

Today, Customers are wiser and demanding than ever. They are smarter and have higher expectations and realise what excellent service is. Customers today don't just compare your product with your direct competition they are empowered with social media and smart phones. A research indicate that there are about 2.5 billion social media users and about 2.3 billion smart phone users. Social media can be utilised by brands not just to advertise but also to understand who their customer is, what they buy, how they buy and even to understand treads that influence customers and anticipate what they would need.

Understanding customers requires brands to take a hard look on there operations and realise how they can improve customer experience by putting themselves in customers shoes.