As discussed in previous chapters, most companies throughout the past 18 months were forced to pivot to meet the needs of their customers. In a completely new environment, it was found that any messaging and strategy that didn’t directly improve the customer experience or bottom line became a lower priority. This meant organisations were able to focus on how they could improve personalisation strategies for their customers.

Depending on the industry, the way companies personalised their services differed. With the rise of neobanks, the banking and financial services were focused on creating new services, including personalised banking cards and improved CRM systems that would allow contact centre agents to see a customer’s full history without requesting the information in the call.

Retailers focused on improving their backend payment experience platforms, with the online purchase process personalised to suit a customer’s wishlist and shopping cart. The ability to do this relied on sophisticated customer data platforms that could seamlessly integrate on the backend of websites.

The experiences that matter, despite the new remote-centered culture, weren’t all digital either. Some organisations still functioned in person and needed solutions to handle those situations. Construction companies looked to create personalised services – focused on face-to face client relationships and the ability to create bespoke solutions.

Likewise, many restaurants and brick and mortar retailers that struggled during the pandemic also had to shift their services to different, personalised experiences. Many had to find ways to take something that’s decidedly an in-person experience and make it safe for employees and customers alike.

While the customer ecosystem and behaviours may look very different today, our research shows that consumers still expect the same level of service and experience from their favourite brands—even if that experience transitioned from a point-of-sale transaction within a physical location to a buy online, pick-up in-store one.

Consumer interaction with companies may have shifted, but their expectations are as high as ever. Being able to understand customer behaviours through the relevant data sets have been the only way to ensure that brands remained relevant and moved at the same pace as their customers.

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