Their approach was derived in part from the basic elements of human nature, including the need to want to be treated as an individual rather than a demographic. Humans aren't only made up of demographic markers, like age, gender, and race. Instead, everyone is different, every action defining who they are. Thus, everyone wants to be spoken to as an individual. This expectation also affects marketers who are challenged with delivering the right message to the right person at the most appropriate time over a customer's preferred channel.
Today Peppers' and Rogers' proven hypothesis is being tested more and more in organizations, as the challenges of collecting and acting on the most relevant customer data is becoming increasingly difficult.