The rise in digital adoption and a culture of instant gratification is increasing as the result of the tech-savvy, mobile-first generation entering the work and marketplace. Switching brands is commonplace now, as loyalty is always based on the last experience. Given that 75% of South African consumers shifted their spending last year due to lacklustre customer service, broken promises and poor experiences, failing to have a strategy to address this inevitably means that brands will fail to compete.
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