The impact of COVID-19 on customer behavior was immediate and widespread across all industries, countries and demographics. As a result, what was previously considered to be a great customer experience is no longer been good enough and almost all businesses have been thrust into reorganising their approach to customers. 

Customers are the lifeblood of every organisation and the money they spend is the oxygen that enables the business to exist, grow and thrive. There is a commercial cadence - a rhythm - associated with how the customer and organisation transact and interact with each other over time. With this cadence comes the opportunity to deliver experiences that in turn establish and sustain enduring relationships and drive value for both sides.