The Post-Pandemic Profiling Study [Part 1/3]
Early evidence and insight to pivot CRM to the new reality.
This is first in a series of papers from Go Inspire Insight, which explore emerging, evidence-based changes in the marketing and loyalty landscape resulting from the COVID-19 crisis and its longer-term consequences.
This paper, Part 1, presents evidence of new customer behaviour segmentations emerging from the lockdown.
Part 2 offers guidance, based on early customer management experience, on key steps to manage the customer journey in the light of behavioural changes.
Part 3 looks at ways of balancing efforts to retain prior behavioural groups while at the same time accommodating new and emerging ones.
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