When great customer insight is integrated into planning, process and measurement, then it can lead to incredible innovation across product, service and customer experience. Without these, it's just "interesting", which is absolutely not the success measure!
The bridge between deciding what you want to do and actually doing it, operations can be a cruel reality check! Operational success needs to start with a clear direction and empowerment. Customer insight needs to be readily available for teams to leverage and action.
Activity needs to be prioritised according to business strategy and financial targets, integrating customer development targets into business as usual.
We need to integrate customer into operational processes, such as getting product into the right locations, we need to use data that is comprehensive, ongoing and reliable and potentially be less distracted by data that is not.