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By Dr. Gero Decker Undoubtedly, COVID-19 has rocked the economy. The International Monetary Fund’s (IMF) World Economic Outlook predicts the cumulative loss to the world’s GDP from 2020 to 2021 will be approximately $9 trillion. That’s more than the combined economies of Germany and Japan. But the crisis has disrupted more than global markets; it has changed peoples’ lives, needs, priorities, and spending behaviors. Approximately 40 percent of Australians are feeling financially insecure, and as a result, professional services firm PricewaterhouseCoopers predicts that household consumption will decline by $37.9 billion within the next year. In harsh economic conditions, consumers become more discerning with where and how they spend their money—for businesses, this creates a new set of challenges. Customer-centricity is a term that has been used since the 1960s, but it has never been more relevant than in today’s business landscape. In such extreme environments, customers want more than the …