From 1to1 media: Right now, compa­nies around the world are barreling down a perilous path — one that isn’t illu­mi­nated by customer insights. These compa­nies might think they know what their customers want, but Forrester’s research shows that most compa­nies today have an incom­plete — or worse, down­right wrong — under­standing of who their customers are, how they perceive the current inter­ac­tions, and what they want and need in the future. · Go to Customer under­standing: Do you really know what your customers want and need? →