No, not a misspelling.
Very few organisations have a really good understanding of their customers. Organisations in retail, such as Tesco, are probably much better at it than almost anyone else. But across industries and in most sites, this information may as well be kept in a sieve.
Last night we had a discussion around this subject led by Tony Andersen ex Easyjet Chief Marketing Officer and Andrew Cobb VP Business Services Director of TKX