The Customer Evolution: the Nature of Business-Consumer Relationship Today

April 21, 20167min

In a recent study, Britons made 52 million complaints about poor service and faulty products last year. According to the Ombudsman Services Consumer Action Monitor Report, the number of complaints in the UK has risen 37 per cent since the study launched in 2013. From these findings, the number of people who say they are unwilling to put up with bad service has escalated to 82 per cent last year.

What Do Advances in Technology Mean for the Business-Consumer Relationship?
John Crossan, VP of sales EMEA at Zendesk

The rise of ‘we want it now’ consumer

Last year saw the rapid evolution of the ‘we want it now’ consumer. Today we expect a personalised experience, demand it in a shorter timeframe and are knowledgeable enough to recognise poor customer service when we’re faced with it. Not only has this forced companies to reassess the way they interact with customers, it means customer service itself has become a vital function for all businesses regardless of their size and scale. So what specifically should companies be exploring and implementing when it comes to their customer service offering?

One major influence that has heavily contributed to the new era of savvy customers, and that is only going to become more important, is social media. A doubled-edged sword to the industry, Twitter has given consumers 140 characters and an audience of over a billion people to publically express their experiences with a company, both good and bad. Giving individuals a platform to directly interact with brands where customers can monitor response time and whether the information provided is adequate, poses an additional threat for companies that could result in potential brand damage.

This is where customer service teams step in. In order to combat this, businesses need to make sure they have a clear and effective social media strategy in place. However, thanks to ongoing technological advances, businesses have the ability to make their customer service offering the most agile and responsive it has ever been. This includes being able to answer any questions or queries in real time while still providing customers with an informative and helpful response.

According to the BT Avaya Autonomous Customer Report 2015, 70 per cent of consumers expect a response to social media interaction within 15 minutes.

Another key consideration is that of big data

An influencing factor that has caused the customer service industry to shift since the rise in its popularity and usage. While consumers have been busy adapting to technological change at an exponential rate, they have also been busy sharing more and more information. This means (and rightly so), they expect businesses to use this data to create more tailored and personalised experiences for them. If willing consumers are going to trade personal information with companies, they deserve to get something in return.

“The next few years will be no different to last,” says Mikkel Svane, CEO of Zendesk.“The subscription, promoter and detractor economies will continue to drive the new era of customer relationships.

“Data driven customer service will grow as businesses deal with an increase in customer information and combine it with other data points from around the business to add context and really understand their customer base. I believe we’ll see more informed strategic decisions made using customer centric data leading to a stronger relationship between customers and businesses.”

Heather Gibson, brand experience director at AllSaints, says: “We believe that, over the next couple of years, personalised customer care will be key to improving brand experience. One-to-one correspondence, proactive contacts, multilingual agents and bespoke solutions will differentiate brands in the fashion industry. Global partnerships will allow retailers to open new communication and payment channels for a seamless customer journey in-store and online. As we look to the future, customer services will move from being an operational function to providing a virtual styling service and generating sales, with a luxury touch, from click to delivery and beyond.”

Businesses need to find new ways to cater to a constantly changing audience. Having an effective yet easily adaptable customer service function has never been more important and it isn’t going to change any time soon. As customer data and what companies can do with it continues to progress, so will customer demand. Those in the industry should be tuned in to create an encompassing strategy that combines data points from different aspects of the business in order to give one single customer view. Once this is complete, businesses will find catering to customers an easier and more streamlined activity; ultimately benefitting both business and consumer.

Interesting links:

John Crossan

John Crossan

Zendesk ( provides a customer service platform designed to bring organisations and their customers closer together. With more than 64,000 paid customer accounts, Zendesk’s products are used by organisations in 150 countries and territories to provide support in more than 40 languages. Founded in 2007 and headquartered in San Francisco, Zendesk has operations in the United States, Europe, Asia, Australia and South America.

Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.



UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Paul Ainsworth

For general inquiries, advertising and partnership information:
Tel: 0207 1932 428

For Masterclass enquiries:
Tel: +44 20 86385584

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN


Find a job in customer support with Jobsora


cbd oil: green roads cbd oil benefits of cbd water marijuana and chemo wana gummies cbd benefits of hemp oil cbd where to buy cbd flower will cbd oil lower blood pressure sd cbd what wattage to vape cbd david g cbd review central oregon cbd transporting cbd oil across state lines jacobs ladder cbd cbd oil test positive on drug test northern lights cbd content vena cbd oil canabis oil for pain wax weed wiki has snopes ever been wrong sun raised cbd oil review pure on line natural state wellness cb2 queen cbd products for pain why not we most used cbd oil the proven healer cbd oil in eyes fortitude translate cbd oils reviewed source naturals wellness herbal kids cbd e liquid under tongue hempmeds cbd oil review the best description for the two components of blood are amazon cbd oil pain relief cbd management team

vape: rebel vape mod smok sub ohm soda flavored vape juice how do yo dispoe of ecig battery vape box promo code smok osub 80w baby 710 vape cartridge vape division compak vape rubberized case for voopoo drag mini los angeles kush v stick vape pen maquina de vapor uwell crown drip top flavors of vape juice vegas vapes boogie monsters vape juice how to hide a vape best tasting e cigarette liquid top vape pens 2018 sinus infections caused by vaping juice for vape without nicotine can vaping cause kidney stones firefly vape weight gain switching to vaping smoke kisses specialty vape wire thc vape juice for sale online uk vape stores vape affliction roy utah sourin drop cartridge good box vapes smok g priv purple dmt vape pen smok cloud beast king glass different vape coils

male enhancement: boost up meaning pressure points to arouse a man decreased sex drive during pregnancy bph erectile dysfunction viagra pills for sale low libido in young men average penis size length 2020 male enhancement pills jeremy tip of dick wife has no sex drive what can i do penis size measurements male enhancement kroger pills to boost testosterone alpha zta reviews tiger supplements viagra blue vision bonner pills inhousepharmacy reviews gnc horny goat weed review herb penis enlargement my wife your cock handsome teen androzene wiki natural sex gif red bumps on penis head how to control your sex drive balanitis discharge nooky man master zone pill max male labs gorilla pills male enhancement testosterone boosters forta pills enormous erection penis hydropump where can i get cialis

weight loss: quinoa weight loss weight loss caffeine pills weight loss cleanse that works niacin flush weight loss beans weight loss maxiloss diet pills most popular weight loss pill best weight loss pills yahoo high fat diet for weight loss hydroxycut diet pills side effects phen weight loss loss weight fast pills reviews compression bodysuit for weight loss what is the dash diet for weight loss b12 pills for weight loss weight loss guidelines kirkland weight loss shake reviews hilary duff weight loss diet mccarthy actress weight loss resolution drops for weight loss monica weight loss dr oz products for weight loss joseph r gannascoli weight loss magnetic weight loss toe rings li da weight loss pills diet food recipes for weight loss metabolism pills weight loss weight loss surgery medicaid how diet pills work best weight loss plan for me diet pills perscription protein shakes diet weight loss texas quick weight loss how to use water pills for weight loss keto fuel pills sidibe gabourey weight loss