Why the “new normal” in customer behavior is more than just a passing phase

Pandemics undoubtedly affect health statistics, but they also change people's mindsets, particularly regarding consumer behavior. The chapter titled “Customer Behavior in the New Normal: What Is Temporary and What Will Remain?” highlights the significant shifts in habits and identifies which changes are here to stay.

What I took away from the chapter:

• Customers are making purchases more consciously, less frequently, and more purposefully. They remain more cautious even after the pandemic.

• Online shopping has set new standards, but physical retailers can score points by offering services such as click & collect, check & reserve, or endless aisle options.

• Regionality and Corporate Social Responsibility (CSR) have become increasingly important. Customers are paying more attention to the origins, values, and positioning of brands.

• Self-service and automation are becoming the norm, but human contact remains crucial in exceptional situations.

• Customer loyalty has returned, but in a new form: it is built on trust, transparency, and shared values rather than mere proximity.

My conclusion: This chapter clearly demonstrates that customer expectations have shifted permanently. To maintain a close relationship with your customers, it is essential to engage in dialogue, listen actively, and consistently align your marketing, sales, and service decisions with their needs.

🔗 To the book on Springer

This blog post is based on the chapter „Customer Behavior in the New Normal: What Is Temporary and What Will Remain?“ by Sabine Kirchem and Juliane Waack from the book "CRM Goes Digital – Design and Use of Digital Customer Interface in Marketing, Sales and Service," published in 2024 by Springer Gabler Publishing House.