In the past, everything was so pleasant, you mustn’t be a magician to understand your customer. The behavior was easy to predict and there were less customer groups, like broken down in gender and different ages. Nowadays the fragmentation and the granularity are enormous and additionally the offering of products is really big.
For example, in my childhood, you had a maximum of three choices for chocolate bars; white, bitter and milk. Actually, the number of different flavor is nearly countless for chocolate bars. In consequence you are forced to examine every customer to deliver the right bar, otherwise you lose market share to someone who can predict better the needs. I am a total enthusiast of CXM and believe in the near future every single business will need it.