The customer experience, both physical and digital, begins the moment someone is exposed to your brand and can extend through their entire lifetime depending on the memories you have created from their experience – both as an employee and customer. Satisfying and exceeding both the functional and emotional needs, values and aspirations of your customers and employees cultivates brand love, advocacy and loyalty. Brands must know their customers better than the customers know themselves.

I think success will no longer defined by giving customers what they want, when they want it. Instead, brands must anticipate what customers need before they need it, and offer it at the best price and deliver it quickly. The new success criteria will be measured by how well retailers can personalise, customise, digitalise and socialise. As consumers, we should support the brands that are not just talking about the important humanitarian issues of our day, but are also contributing to bettering the lives of those affected.