Refer to chapter 3, Think about the companies you do business with as a customer.  Name an example of a company that identified and recognized you, one (different from the previous one) that differentiated you by need or value, one (different from the previous ones) that has made interaction easy and fun, and one (different from the previous ones) that has changed something about the way it does business with you now, based on what it knows about you. 
1. Think about the companies and organizations with which you have
had interactions.
2. Which of these are able to identify you (i.e., to recognize you as an
individual over time, between touchpoints, and across channels)?
3. What tactics and procedures did these companies use to accomplish
4. Among those that were not able to identify you, what are the factors
hindering their accomplishment of that objective?