Remember the movie, "What Women Want"? The main character, a man, had to figure out an advertising strategy for a bunch of women's products. He developed the ability to hear a woman's thoughts. Suddenly, he understood what motivated them, what made them "tick" - and he was credited with great insight into the female psyche.

Corporations have spent billions of dollars on customer relationship management (CRM) and business intelligence (BI) technologies thinking that this expenditure would give them the same type of insight and the oh-so-elusive competitive edge over their rivals. How much success have they had to date truly understanding their customers' needs? Well, the jury is still out, but if customer satisfaction scores are any indication, there has been only a slight uptick in overall satisfaction. It appears that many companies still don't "get" what their customers want.

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