It’s a cycle as old as business itself. A company thrives, but then, almost suddenly, it can’t keep up with the times. It can’t maintain a pace that demands new market strategies as well as new product and service delivery methods. The company withers and then folds. All that’s left to ask, years later, is the age-old question, “What ever happened to that business?”

Well, the understanding part is as easy as learning the alphabet if you follow four basic requirements of customer personalization. When placed in alphabetical order, the first letters of each of these key elements just happen to follow the easy-to-remember flow of “A, B, C, D” – but they’re unforgettable for an entirely different reason: they truly are essential to meeting customer expectations.