"The ability to describe customers realistically and actionably. For decades, agencies and market researchers described customers in terms of a handful of archetypes and personas. But that’s not realistic in today’s omni-channel, multi-device ecosystem, because marketing’s promises of “right place, right time, right offer” requires microsegmentation and granular customer understanding. CI leaders already understand this. They manage preference centers, they use propensity models to define and meet customer needs, and they leverage tools to recognize customers across channels and devices. The future of customer management means individually optimized touchpoints, and CI pros are already halfway to the finish line."