ABSTRACT

This chapter provides an overview of the key consumer trends that are evident today, which give a pointer to the way in which businesses, and in particular those responsible for the primary customer interface in the contact centre, should be thinking and responding in anticipation of the customer of the future. The chapter explains the principle, which underlies much of the work at the Future Foundation and provides an excellent guide to future changes and demands from customers. Future Foundation research shows that the effect of network communications is to increase and accelerate the speed at which word of mouth spreads through a population. However, for most organizations, the priority must be to provide service of a standard that generates positive word of mouth – recognized as an ever more vital component of brand building. The chapter highlights the customer relationship management (CRM) and application of CRM principles at the Future Foundation.