This article in Think Customers 1:1 Blog discusses that companies need to look at their consumer base in smaller and smaller niches and stop focusing on the average consumer. Since we have more detailed data we don't need to aggregate and technology allows us to cost-effectively target these smaller niches.
The article focuses on consumers in the retail environment but read the article and ask yourself - wouldn't the article still make sense if you substituted "employee" for customer or even substituted distributor, wholesaler, sales force, channel partner? The concept is the same. Don't design a program for the "average" or you get "average."
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