Having a profound understanding of customers means having a profound understanding about how customers act, their objectives, their perceptions, preferences and fondness. It means segmenting the market in the right way and not in the way that most organizations think about segmentation.
It means having a solid awareness of their outlooks, their knowledge and their feelings. Without having this understanding, the methods of marketing are simply blowing in the wind. A company thinks that the tactics work, but lees probably it would like to pay attention or listen.