Competing for the New Customer Competing for the New Customer Competing for the New Customer

Globally a new ‘changed customer’ is emerging. This New Customer looks and behaves differently. They have less to spend, are increasingly digital and display unfamiliar patterns of demand. More profoundly, they are reporting changed mindsets, values, attitudes, needs and drivers of preference.

In response, businesses have already had to adapt at unprecedented scale. For many, however, these initial adaptations are just a small step towards wider change that the New Customer and new reality will demand.

Set against the backdrop of an emerging new reality, our insights explore three important themes:

1. The New Customer. How have customers changed? What will be the long-term shifts in needs and demand?
2. The Six Pillar Experience. What must businesses offer to this evolving customer?  
3. The Connected Enterprise. How should CEOs adapt or transform their enterprises to compete for this New Customer?  

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