Your customer is the center of your universe. The survival of your business hinges on their behavior, from whether they buy or churn, to if they renew their subscription, tell their friends about you, or become a drain on your support teams. And as the center of your universe, they deserve your research, your dedication, your focus, and a deep level of understanding into their behavior at every stage of their journey. After all, it takes as few as two poor experiences to encourage 88% of your customers to look to the competition.