The Future Customer = the Future Business

Things happen fast! Who would have predicted, even a month ago, the release of the “Panama Papers” and subsequent developments? The leaking of 11.5m files and what they appear to tell us about some of our political leaders, big business and the institutions that service it, together with the resultant rush to “transparency”, reflects one of the key trends that, according to my friend Dr Ian Yeoman, Associate Professor of Tourism Futures at Victoria University of Wellington, will shape our world and therefore our customers, for the foreseeable future.

That trend – Yeoman calls it “Political Instability” and it encompasses what he calls “trust redefined” – is just one of six that will change the way our customers think, feel and act; where they get their information from and how they make their purchasing decisions. The six trends are shared in my latest newsletter, which you can read here.

Understanding how, and why, customers, and their attitudes, aspirations and behaviours will change – even in the next five years – is obviously essential to business. That’s why I focused on the future in two presentations I recently gave at an international conference in Zagreb. Read more here.

My newsletter is intended to be the perfect accompaniment to a good cup of coffee – with quality, easily digestible and essential information, delivered in a readable and engaging style. This month you’ll also find two powerful tools to improve your business’ productivity, plus my inspirational, Service Moment of the Week. You can read the newsletter here; alternatively, you can sign up to receive future issues here.

If the future customer will define future business, then it’s essential to define the future customer. Start with that cup of coffee, then read on


Stephen Spencer is a keynote speaker, business coach and consultant, helping organisations create better Customer Experiences to unlock team and profit potential. He has over 25 years’ experience as a leader, trainer and experience developer with some of the UK’s most prestigious Retail, Tourism and Hospitality brands. Sign up for Stephen’s POSITIVE Customer Experience newsletter here.

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