Understanding the potential value of the collecting and use of customer data to drive an enhanced journey that easily leads to increased revenue unfortunately is a tough sale if the Mgmt Team tilts heavily toward the thinking of the next best greatest product. Huge dollars are left on the table if we are not listening, responding and improving the Customer journey. Word of mouth, social media referrals, repeat sales while challenging to forecast are priceless to increase and grow business and require less investment and risk.