IF you haven’t figured it out already, here is your new customer: digital, unpredictable and easy to lose, and more powerful.

And this new customer is changing how companies work and compete.

Adobe, releasing its Digital Trends Survey 2021 in which 13,000 marketing, advertising, e-commerce, creative, and IT professionals, working for both brands and agencies globally, including India, Asia and Australia and New Zealand (ANZ) were interviewed, said 2020 brought out a new view of the customer – one that presents both opportunity and challenge.

“New customers arrived in record numbers to sites and apps, creating new journeys and behaviours to be understood. At the same time, existing customers behaved less predictably,” said the report.

It said both groups helped some companies flourish but proved a challenge to those that were slow to move.

1. “Robust and sophisticated” wins

The report focused its attention on the importance of a robust and sophisticated customer experience – that, it said, will be the “unifying thread for the companies that outpace their sectors”.

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