+100 points

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“Anything that Does not Come from a Customer’s Mouth is Nothing More than an Educated Guess!” - Steve Rankel, Head of Customer Insights at AppFire The reasons your C-suite thinks your customers buy and the reasons your customers actually buy are almost never the same. Following this guide will help you prove that and provide insights across the company that will get the attention and respect of your executives, and help you drive a better customer experience.