Mindset Shift
Before, changes affecting customer and customer relationships were rare and partial, and there was time to react. Customers were often seen as stable needs or tasks, associated with continuity and predictability.
This is no longer true.
Now we live in the BANI era — a world marked by brittleness, anxiety, nonlinearity, and incomprehensibility. This touches all of us: current and future providers, as well as customers. Customer relationships no longer rely on stability — change is constant, often surprising, and hard to interpret.
In a climate of anxiety and uncertainty, old ways of thinking no longer work. A simple view of the customer as a fulfiller of a specific need is no longer enough. What's needed now is a completely different understanding — one that's dynamic, participatory, and human.
How do you think about customer relationships today? Are you ready to reconsider the customer's role — not just as a service recipient, but as a constantly evolving actor whose world is no longer what it used to be?