As companies become more proficient at personalising their customer interactions, these initiatives will become increasingly common.
The objective is to take the relationship back to the days of the corner shop when the shopkeeper genuinely knew their customers personally, could recommend things they liked and did not have to go over the same information capture exercise every time they meet the same customer.
This expectation is being driven by the "Amazon Experience" and increasing numbers of millennials in the community.
Aviva chief executive Mark Wilson is piloting a new idea that has the potential to shake up the insurance industry. The insurance giant’s “Ask It Never” concept will enable customers to buy policies without filling out endless forms and answering numerous questions. “Nothing is more annoying than being asked the same questions again and again,” Wilson said in Aviva’s Strategic Report 2016 published in March.