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56 What's important about this list is that many of the categories, like location of stores or negotiating with suppliers, are not areas that have traditionally been linked to customer insight. And therefore, customer- friendly companies are overhauling the very foundations of business. Most organisations feel the pressure from financial institutions to focus on making profits above all else, but Tesco, Kroger and Casino are proving that putting customers at the heart of everything they do also reaps financial rewards. We've shown how customer data can drive benefits for customers and businesses alike. In the final chapter of ' Any Colour You Like As Long As It's Any Colour You Like', we look to the future, a golden age of personalisation, mass intimacy and marketing. any colour you like as long as it's any colour you like

57 win- win- win