What it Means to Know Your Customer — And Why it Matters

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Many marketers fall into the trap of thinking they know their customer when, really, they know about their customer. There's a big difference — and it's one reason why brand loyalty is in sharp decline. In this keynote presentation from Gartner Marketing Symposium/Xpo 2021, Carlos Guerrero, Sr. Director, Gartner Research & Advisory, delves into two key facets of developing brand-customer connections: looking beyond the data and understanding the whole customer.

0:00-1:59 What we know about the customers vs. knowing them
1:59-2:40 When data and insights aren't enough
2:40-4:24 Frederick Herzberg's two-factor theory
4:24-5:31 Understanding customer decisions
5:32-6:45 Case study: barclaycard
6:45-8:05 Understanding customers as whole people