Observed Signal · Aug 24, 2026 · Market Signal · Source: Medallia · Impact: 5/5
Why the Right Talent is Paramount for Engineering the Future of CX
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Brands Must Adapt to New Consumer Engagement Demands
The article argues that consumer goods brands must move beyond relying on brand image as consumer behavior shifts toward engagement and data-driven personalization. Based on a Deloitte-backed study, 67% of German consumers say the brand is not important if the product meets their needs, pressuring brands to rethink marketing. It introduces an 'Engagement Era' driven by digital transformation, where personalization is often missing due to data silos and fragmented customer-engagement tools. Only seven percent of brands are currently in the Engagement Era, while 93% lag behind. Key gaps include only 26% of brands delivering personalized content and just 32% believing they can personalize campaigns based on customer data; 74% of marketers acknowledge their communications approach must change in 2025. The piece also notes rising private-label usage (64%) and a perceived equivalence in quality (65%), underscoring the need for value, service, sustainability, and authentic, data-informed customization.
Medallia 2026 H2 Product Release: From Signals to Action
Frontline-Ready AI already powers how you Analyze and Assist today. This new release makes both sharper, and highlights where we're headed next: Automate.
Medallia 2026 H2 Product Release: From Signals to Action
Frontline-Ready AI already powers how you Analyze and Assist today. This new release makes both sharper, and highlights where we're headed next: Automate.
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