COVID-19 has had a dramatic impact on consumer expectations and, at the same time, an increase in the wealth of customer data available to organizations is pushing the boundaries of what brands can offer in terms of personalization. At this critical juncture, the panel argues that companies must look to cultivate proactive, one-to-one connections with their customers that deliver on their expectations, without threatening their trust in the brand. The trio also discuss the need for businesses to identify what type of emotional connection they’re trying to achieve through personalization, and design products and services that underpin that aim.
Amanda Hicks, Partner, Customer Brand and Marketing Advisory, KPMG Australia
Tom Lurtz, Partner, KPMG in Germany
Paul Henninger, Partner and Head of Lighthouse, KPMG in the UK