The best long-term business strategy is focusing on learning and improving your customers' experience. And companies that truly make the customer experience a priority outperform the market. You can use many different methods to start better understanding and learning from your customers: focus groups, surveys, social media, operational data, observation, communities, journey mapping, actually talking to them directly (too often neglected!), and on and on. Picking the right method is critical based on what you're trying to understand.