By Todd Rovak for FastCompany

Customer needs and preferences are evolving at light speed as customers grapple with the impacts of the current situation, and successful companies are rightly obsessed with customer needs. A recent study found that while 70% of consumers feel optimistic about recovery from the current outbreak over the next 12 months, nearly as many (65%) say they will be more mindful of their purchase habits once the pandemic is over. With many [US] states reopening, companies need to quickly identify who their customers have become and how to fit into their new purchasing portfolios.

Read the full article to learn about the four steps they can take:

• New research
• New offerings
• Play offense
• Prioritize safety

article: You don't know your customer anymore