Most every business today sells something, whether it is a commodity, product, or a service. These companies need someone to purchase goods and services from them, in other words they need to have customers who actually want to purchase what they have. Companies who understand their customers are more likely to deliver exceptional customer service and be profitable. This requires companies to identify who their customers are so they can better fulfill their needs by offering something customers want to purchase. This course discusses how a company can better identify its customers.