Customers do not experience a brand in neat segments. The same person may have different needs depending on what they are trying to do, where they are in their journey and what matters most in that moment. For SMEs, recognising those differences can be a powerful way to improve relevance without adding unnecessary complexity. This session explores how customer behaviour, feedback and other signals can reveal when a familiar experience is no longer fully meeting a need. Using Hotels.com as a real-world example, it looks at how an established customer journey evolved to better serve people travelling for work, while remaining simple and connected to the wider brand.