Understanding customer behavior is a fundamental element of strategic planning for most organizations. The needs of consumers in the different markets differentiate one organization from another and drive a strategic plan to develop a customer base that can be profitable. Sometimes, a gap occurs between what organizations think about their customers and what customers actually expect from an organization. In this context, understanding customer behavior is even more important, as failing to provide superior quality products or services and to fully evaluate customers' expectations and perceptions about the firm, can lead to a dramatic decline in sales and profitability or even drive the firm out of business.
Today, consumer purchasing habits are constantly changing and organizations need to find ways to adjust their sales plans and forecasts to these changes. Although organizations generally have marketing plans, in majority they do not have customer plans. However, customer plans are vital because they increase customer acquisition and customer loyalty.