“You need to know why customers are interested in engaging in general and with you in particular. You need a clear picture of what you should be offering to particular customers, not just what you’ve already offered to the many other customers in your massive database. You have to identify where your customers, present and future, prefer to be served—across which channels, locations, and business jurisdictions. And you need to know how you are going to deliver what your customers expect, not just how you’ve done it before.”