Anticipating Customer Needs Customers are an unpredictable lot, they love rewiring preferences on their own terms. The question “what are the needs of my customers?” has always haunted businesses. In order to anticipate the needs of their customers unerringly, organizations have to assume the role of an astute clairvoyant. If a business fails to stay in step with evolving wants, then it may not even keep its head above water and will ultimately slide into oblivion. As contextual marketing is bringing a seismic shift in customer engagement practices, enterprises are trying with might and main to read consumers’ mind and fabricate products accordingly. In this regard, predictive analytics models and such other end-user behavior mapping technologies are coming to the rescue of companies.