Globally, consumers believe they will be living their lives very differently for the foreseeable future. Many old rules of customer best practice have been rapidly rendered obsolete. What was previously successful is now no longer adequate. Almost all businesses have been thrust into reorganising their approach to customers.
We are seeing a shift towards ‘buying into’ companies rather than simply ‘buying from’ them. Factors such as brand, purpose and reputation are coming into the decision-making process in equal measure to safety, security, convenience and certainty.
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