Today's customer has an amazing amount of choice of products and services at his/her fingertips. The wealth of information that they have is empowering them to call the shots.
Customer Behavior is becoming increasingly unpredictable today. Loyalty is at a premium. People are not hesitant to change brands at the slightest pretext/opportunity/benefit. There is a plethora of choices available. What is the differentiator? The Experience.
What does this mean for organizations/ Entrepreneurs?
It means that customer needs/ aspirations/have to be at the forefront of their business strategy. And the magic mantra for doing it is user research. Neglect it at your own peril.