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While many companies operate under the model of “If we build it, they will come,” the most successful companies know it’s essential to understand and actively engage with a targeted customer base. At InMoment, we believe that no one owns the customer, but instead that everyone owns the experience. Both the customers and the company equally share in the brand experience, and both carry equal importance in decision making. To develop strong customer relationships, brands must fully understand how and why their customers choose to interact with their company. In other words, they must learn to empathize.