With the digital transformation leading to continuous value delivery to customers and a constant flow of qualitative and quantitative feedback coming back from the field, the relationship between companies and their customers needs to change from a somewhat antagonistic and transactional one to a continuous and collaborative one. In fact, some companies have aligned their business models with their customer’s KPIs so that they only make money when their customer makes money. This continuous and collaborative relationship requires you to have deep empathy with the customer and to intimately understand their business so you can optimally contribute to it with your offerings. So, my question to both you and myself today is: do you love your customers? And do they know?