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5. PERSONALISATION DRIVES LOYALTY
Generic service no longer cuts it. Personalisation is key to building emotional connections and trust. Consumers want to feel seen, understood, and valued – and will reward brands that deliver this consistently. But it comes with a qualifier – they want personalisation, but not at the cost of privacy or feeling manipulated. Brands need to strike the balance between trusted personalisation and personalistion that borders on“ creepy”, allowing customers to retain control over their data and disclosures and make this personalisation part of the experience.
6. VOICE IS MAKING A COMEBACK
After years of self-service and chat-first experiences, voice is resurging as a preferred engagement channel. Maik Hummel, Principal AI Evangelist at Parloa, predicted for 2025:“ Even younger consumers, who have leaned on chat or self-service portals, are returning to voice in greater numbers.”
AI helps understand customer needs and pain points, but survey fatigue is at an all-time high, making authentic voice( human) interactions increasingly valuable. Forrester also calls out the“ metric obsession” with automated surveys as a trap: reporting without meaning won’ t tell you what to solve or why it matters.
7. LOYALTY GOES BEYOND REWARDS
Transactional loyalty is no longer enough. Measure what customers feel, not only what you sell or offer. Today, consumers want to feel genuinely heard. Brands that succeed in acknowledging and acting on customer feedback will build the strongest connections.
8. RESILIENCE IS ESSENTIAL
South Africans have adapted to disruptions such as power outages, but new challenges such as water shortages remain. Businesses and individuals alike are investing in resilience, ensuring continuity despite ongoing obstacles, but this affects disposable income and emotional tolerance. Understand the impact of this on consumer behaviour as people grapple with uncertainty, dwindling consumer confidence, instability and seriously constrained spending.
9. PRIORITIES ARE SHIFTING
Consumers increasingly value experiences, community, and self-development. Travel and leisure now reflect more inclusive lifestyles, such as the rise in pet-friendly accommodations and family-focused activities. 2025 has shown that CX is no longer just about service and tech stacks – it’ s about connection, trust, and responsiveness. Brands that embrace personalisation, rebuild authentic human engagement and prioritise consumer needs will not just survive – they” ll thrive. IB
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