In addition to the nine Values of
Relationship, there is another fundamental
dimension: the Values of Understanding.
With every step, you understand Lena better.
Understand means that she not only recognizes herself in you – but also feels understood, often before she even articulates her needs.
Identify, because everything begins with genuine attention. Know, because love lies in the details. Predict, because you want to surprise Lena.
Those who truly know and understand the customer can make every subsequent step — from Show to Tell to Propose — more efficient, precise, and successful. With Understand, processes start to flow almost automatically.
At the same time, this fulfills a key regulatory requirement: the obligation to know our customer thoroughly and to build customer knowledge in a structured way. With the Values of Understanding, we achieve this so consistently that we can also focus on the next level — turning knowledge into added value.
It’s not just about collecting individual data points, but about recognizing patterns in real time and predicting, with a certain degree of probability, what will happen next. Predict makes the difference: when we know that Lena will need help within the next hour, we can be there before she even asks. From a business perspective, this means anticipating and adapting to the actions of Lena and her AI assistants early on — significantly reducing effort in service, marketing, and sales, because we appear exactly where Lena is looking.