What are the operational challenges for their respective company?

Knowing what customers value is a real and persistent challenge for

operations executives. When customer behaviours change, everyone in the organisation is
affected. A striking three out of five operations leaders (61%) expect that changes in customer
behaviours will become a disruptive factor for their industry in the next five years. Nearly the
same number (63%) say that understanding what customers value is already a challenge for
their own company operations. And few (25%) feel very confident that their operations are
designed to give their customers value and a distinctive experience, now or even three years
from now.

What's the primary emphasis in Operations?