trendwatching.com's THE FUTURE OF CUSTOMER SERVICE

September 2014
GLOBAL TREND BRIEFING
THE FUTURE
OF CUSTOMER
SERVICE
Five trends that will redefine
great service in 2015 and
beyond.

When 1,620 consumers were tested under laboratory
conditions, 63% said they felt their heart rate increase
when they thought about receiving great customer
service.
For 53% of those tested, receiving great service triggered
the same cerebral reactions as feeling loved.*
The takeaway? When it comes to customer service, it’s not
about what consumers think. Great service is about feelings.
Receiving great customer
service triggers the same
cerebral reactions as
feeling loved.
* American Express Service Study, September 2013
www.trendwatching.com/trends/future-customer-service THE FUTURE OF Cusotmer servcei 2

The future of customer
service is more than just
drone delivery.

Our hunch? There are plenty of new technologies, clever
concepts and even trends that could help brands offer better
service to consumers. But too few brands understand that
amid all this rapid change, the fundamentals of great service
remain the same. It’s about the feeling of being recognized.
Listened to. Valued and cared for.
Smart brands will find new ways to serve those age-old
imperatives. They could start by applying one (or all!) of the five
trends below.
Of course, these trends offer just a glimpse of THE FUTURE
OF CUSTOMER SERVICE, not the entire picture. But they’re five
manifestations of the shifting consumer expectation that will
redefine great service in 2015 and beyond.
Plenty of brands are
mainlining the hype around
new customer service
technologies, concepts,
and yes, even trends.
Trouble is, customers aren’t feeling any
better.

66%
4%
82%
100%
Globally in 2013, 66% of consumers switched brands or
business due to poor customer service, a 4% increase on
the previous year. Some 82% of those who switched said
the brand could have done something to stop them.

Five trends helping to
define THE FUTURE OF
CUSTOMER SERVICE in
2015 and beyond.
1. PLAN B
Products that come with their own backup plan.
2. VIDEO VALETS
Face time, any time.
3. DELIVER (MORE THAN) THE GOODS
Delivery. And then some.
4. SIXTH SENSE
The customer-focused brand has a new sense: info-sense.
5. POLITENESS PAYS
Because good customer service is a two-way street.

1. PLAN B
Products that come with their own backup plan.

1. PLAN B
Plenty of brands are
playing lip service to
the ‘every product a
service’ mantra.
One ongoing, powerful shift in consumer expectation:
“Why own a single product, when I can have access to the right
product when (and only when) I need it?”
A host of forces are driving that expectation shift, from the rise
of the sharing economy, to ever-busier, more itinerant urban
living, to the relentless NEWISM that sees consumers thirst
after a constant stream of new products.

1. PLAN B CONT...
In 2015 truly customer-centric
brands will
offer a PLAN B.
One way inventive brands are reconciling ownership and access
– and fueling NEWISM?
By selling products that come with a PLAN B: that is, access
when needed to an alternative or backup product which
overcomes limitations in the original, puts right an emergency
(I’ve run out! It’s broken! It’s lost!), addresses a common pain
point, and more.
One key benefit of some PLAN B innovations? By providing
an alternative, they remove the risk associated with outright
purchase of new/unfamiliar products – allowing consumers
to indulge in carefree NEWISM! Want to see how BMW did just
this? Scroll down!

PLAN B: FEATURED INNOVATIONS
BMW i3
Electric car owners get access to petrol
vehicles to ease ‘range anxiety’

EE Festival Power Bar
Telecoms company offers replacement
battery service to festival-goers

Forever 21
Costa Rican fashion retailer gives customers
access to emergency clothes truck

1. PLAN B
NEXT
Smart brands will be brave enough to
be honest about product limitations,
and to confront common customer pain
points. For the bravest? Partner with
another brand to offer alternatives you
can’t. See how eBay joined forces with
UK retailer Argos to roll out ‘click and
collect’. PLAN A: your eBay purchase is
delivered to your home.
PLAN B: we’ll deliver it to your nearest
Argos store.

2. VIDEO VALETS
Face time, any time.

2. VIDEO VALETS
So I can Skype my
elderly grandmother...
Millions of consumers worldwide have had enough of ineffective
virtual ‘assistance’ by web or phone.
What’s more, they’ve been enjoying on-demand face time with
their friends for years now. The tech exists – why can’t brands
catch up?
Now, forward-thinking brands are finally doing just that: by
providing webcam-enabled face-to-face interaction with their
customer service representatives – as and when consumers
need it.
But the brands I buy from don’t own
webcams?

75%
The Amazon Mayday button connects Kindle Fire HDX tablet
owners to an Amazon customer service representative via
webcam. Among tablet owners, 75% of customer service
interactions now come via the button.

VIDEO VALETS: FEATURED INNOVATIONS
Amazon Fire Phone
Mayday button for instant webcam-enabled
chat with Amazon staff

Induslnd Bank, Bank of
America & mBank
Banks offer webcam-enabled live chat

ASOS & Nike
Brands collaborate on shoppable Google
hangout

Fiat Live Store
Brazilian online platform for webcam-enabled
car browsing

2. VIDEO VALETS
NEXT
VIDEO VALETS don’t have to be about
dealing with customer questions
or complaints. Can you offer new
experiences, trials and tests via
webcam? Or even undertake key
processes via webcam: see how US
insurance company Esurance now
allows webcam-enabled accident
appraisal via smartphone.

3. DELIVER (MORE THAN)
THE GOODS
Delivery. And then some.

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Delivery startups are hot
again (thanks Uber ;)
Tap to summon a taxi – done. Now, rising numbers of
consumers will expect to tap to order just about anything.
And this time (unlike in the early 2000’s, when the first crop of
internet delivery businesses crashed) the logistics are viable.
Get ready for a smartphone-fueled rush of delivery innovations.
Meanwhile, for countless etailers big and small, delivery is
already the key touch point they have with customers.
One consequence? In 2015, smart brands will see delivery as
so much more than functional.
Whether that means cramming additional services and added
extras into their delivery, delivering to unusual (and mobile)
locations, or turning a standard delivery service into a force for
broader good in the world, they’ll DELIVER (MORE THAN) THE
GOODS.
But truly customer-centric brands –
established or new – will understand that
delivery is just the start.

1,500,000,000,000
Global B2C e-commerce sales are expected to total
USD 1.5 trillion in 2014.
EMARKETER, FEBRUARY 2014

DELIVER (MORE THAN) THE GOODS: FEATURED INNOVATIONS
JeansOnline & Lamoda
Courier will wait 15 minutes and take back
unwanted items

Volvo
App lets users designate car as delivery
location

Pizza Hut Panamá
Delivered pizzas cooked in transit to ensure
freshness

L.
Get a packet of condoms delivered, give one
to the developing world

NEXT
The delivery ecosystem is blooming,
thanks to a host of startups and one or
two billion-dollar megaliths. Can you
find a way for your brand to hitch along
for the ride? See how chips brand Lay’s
partnered with Uber to offer picnic
delivery for two days in New York.

4. SIXTH SENSE
The customer-focused brand has a new sense:
info-sense.

4. SIXTH SENSE
Even stupid brands are
collecting consumer
data.
Smart sensors, face and object recognition technologies and
wearable devices mean it’s possible to gather and analyze
information about consumers – their location, preferences,
purchasing histories and much more – in real-time as never
before.
Not to mention that consumers have been creating and trailing
data online now forever. Online, they’re long accustomed to
seeing that data used to personalize the products they buy and
the experiences they enjoy.
Now, consumers in physical spaces will increasingly expect
the use of real-time data to shape and enhance the service
they receive. In 2015, it’s time for brands to develop and use a
SIXTH SENSE for information.
Only smart brands have a SIXTH SENSE
for it.

In 2014, 36% of global consumers are willing to share their
current location with retailers via GPS – that’s
almost double the number who were in 2013.
IBM, JANUARY 2014
36%

SIXTH SENSE: FEATURED INNOVATIONS
Klépierre
Touchscreen corridor offers personalized
product suggestions

Prorail & NS
Train station LED display gives real-time data
on carriages

Virgin Atlantic &
Copenhagen Airport
Airline and airport trial Google Glass for
passenger-facing staff

Ulybka Radugi
Russian cosmetics retailer uses emotion
recognition software to offer customized
discounts

4. SIXTH SENSE
NEXT
We know what you’re thinking. Privacy!
Brands with a SIXTH SENSE must be
cool and not creepy when it comes to
seamless data use and collection. Rising
numbers of aware consumers will want
to know where you’re storing their data,
and how you plan to use it. Transparency
and common sense are key.

5. POLITENESS PAYS
Because good customer service is a two-way street.

5. POLITENESS PAYS
The worst part about
a whole range of
consumer experiences?
Yes, the brand/consumer relationship is democratized as
never before. But – as we’ve discussed with trends such as
DEMANDING BRANDS – that has led to some counterintuitive
results.
In a relationship of equals, demands can go both ways. And
that’s why rising numbers of consumers are willing to let brands
demand something of them – a little contribution, effort, even
pain – in the name of some broader good.
The implications for customer service? In 2015, smart brands
will realize that it’s often other consumers who have the
greatest impact on customer experience – good or bad. So
they’ll encourage – or even force – every consumer to do
their bit when it comes to creating a positive atmosphere and
ensuring processes run smoothly.
The other consumers, of course ;)

54%
54% of New York consumers say it is rude and inappropriate to
text, tweet, email or talk on a cellphone during a restaurant meal.
ZAGAT, OCTOBER 2013

POLITENESS PAYS: FEATURED INNOVATIONS
La Petite Syrah
Café rewards polite patrons with discounts

McDonald’s & Coca-Cola
Philippine restaurants reward diners for not
using their phones

MTS India
Trash-clearing festival goers rewarded with
free wifi

5. POLITENESS PAYS
NEXT
Yes, we’ve noticed too: right now
restaurants and cafés are all over the
POLITENESS PAYS trend. But expect it
to spread anywhere consumers impact
on each other’s experiences. Flights?
Cinemas? Shopping malls? Swimming
pools? The list of potential applications is
endless.

IN CONCLUSION...

It’s not about the
trends.
Ultimately, trends are only a means to an
end. That is: delighting, surprising, and
serving consumers. So GET GOING!

Want to apply these
trends? Use our free
CONSUMER TREND
CANVAS
This free tool will help you and your team
unpack a trend, adapt it for your own
context and apply it. And remember, THE
FUTURE OF CUSTOMER SERVICE is
(forever) about making consumers feel
loved!

MORE...
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Established in 2002, trendwatching.com
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