To do so successfully we need an in-depth understanding of the customer that only comes from research and a partnership with your customer base.

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Only with a direct digital customer relationship can you learn from the customer in real-time, rapidly expand your total product experience, and easily offer new benefits to your customer.

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"From the point of view of the customer, the only thing that matters is whether you get your money back, " he said.

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It is only by adopting a macro perspective across the entire array of work to be done from the customer perspective that sensible decisions can be made.

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This is not only to preserve knowledge and history about the customer, but also ways to drive new value from the same customers or those in related companies or fields.

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The duo ended up redirecting, or pivoting as would be the correct entrepreneurial-lingo, their initial idea twice, shifting not only customer segment from shopping-averse male college graduates to gay and metrosexual working professionals, but were also forced to realize that their customers did not lack sources of inspiration but needed to be actively sought out.

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Prop traders, even if they are "ring fenced" from other trading desks, still have access to information the bank has on customer positions, if only by virtue of breathing the same air as their client-facing colleagues.

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