"Today, customers ask for "trust", that is for companies to keep their promises and "say what they want to do, and do what they say". Added to this is the return of ”value" to the centre of the picture: the customer is willing to give value in exchange for value. The new-normal requires a continuous process of "adaptive engagement for trust", within which to periodically ask: "are we giving value to the customer?"

"Loyalty must be based on a continuous engagement process that passes through the concept of play. I’m not talking about gamification, but about building activities that allow the customer to have fun, strengthening the relationship with the company day after day. Tomorrow we will no longer measure loyalty in terms of years but will evaluate how many times, in a given period, the customer has chosen our services instead of those of our competitor."

"In the utilities sector we’ve seen a strong drive to digitise Baby Boomer customers. You now need to be responsive and work on new customer experience and gamification processes to build loyalty journeys that accompany these users along personalised loyalty journeys. At the same time it will also be necessary to integrate green and eco-sustainable dynamics, to which Millennials and GenZ pay particular attention."

“Customer priorities have changed: they are building a safe ecosystem that revolves around the home and the family. Many people ask for greater attention and a faster speed of response, but they particularly ask for the same trust they themselves initially gave to be returned to them. To continue to be relevant, rather than talk about a loyalty programme it’s important to talk about a caring plan, in the sense of customer care, which must permeate every point of contact through which we interact with them."