What is your business’s greatest asset? Many would say money in the bank, but in reality this particular asset is simply an effect; its cause is far more valuable. Money comes from your customers, and understanding these customers is key to creating more value within the business.If you know what your customers look like, you know who to target. If you know your customers’ needs and desires, you know what to offer them. If you know when your customers will be most open to your offers, you know when to offer it. Indeed, if you know your customers habits, worries, challenges and limitations, you can build your entire business strategy around these things. And all of these learnings will largely come from one source – your database.