What itmeans How you getstarted: ‣ Turn yourself into an organization obsessed with customer and why it understanding. ‣ New methods and approaches are needed to gain contextual, data- integrated understanding of people’s unmet needs such as integrating matters traditional customer segmentation with contextual mindset research. ‣ Good BX means efficiently and continually learning from your customers. The rapid and continual integration of qualitative and quantitative insights about a group of people can inform actionable outcomes and Customer needs have always been invite your customers to collaborate in shaping the future. shifting and have just taken a big leap. They will continue to evolve, often unpredictably, beyond the fallout from Leadingcompanies thepandemic.Asaresult,wenowneed 55% are twice as likely toinvestinways touncovercustomers’ (55% versus 26%) unmetneeds,bothbigandsmall. vs to say they have the ability to translate customer 26% data intoactions.