Customers

What’s new and next for customers?

Hello! I am your customer!

“Yes, a real person, a human being.

I have my needs and wants, to get through the day, and to achieve what I must. But I also have my hopes, dreams and ambitions. For too long you have treated me as a name or number. You group me into segments, or sometimes just a mass of average people. But I’m not prepared to tolerate that anymore …”

The customer of the future will be more empowered, informed, and demanding than ever before. Technology will shape how people discover, choose, and interact with brands — from AI-driven recommendations to smart devices that anticipate needs. Seamless, personalised experiences across digital and physical worlds will be expected as standard. Customers will be hyper-connected and data-savvy, expecting instant value in exchange for access to their personal data.

Equally important, they will be values-led. Purchasing decisions will increasingly reflect personal ethics, environmental concerns, and social impact. Future consumers will support brands that are transparent, inclusive, and sustainable. They will seek authentic, responsible businesses and brands. Products will matter less than experiences — emotional connections, brand storytelling, and shared values will define loyalty.

These customers will also live hybrid lifestyles — digital-first but craving real-world authenticity. They’ll move fluidly between online and offline, valuing convenience, control, and meaning in every interaction. Demographics will be less useful than behaviours, identities, and mindsets. The future consumer is diverse, fast-moving, and hard to pin down — loyal only to what stays relevant. For brands, this means adapting in real time, combining data and empathy to meet needs that constantly evolve.

While B2B customers share many traits as B2C customers — such as expecting seamless digital experiences, personalisation, and values alignment — they also demand measurable outcomes, trust, and long-term value. Decision-making is increasingly data-driven and collaborative. A company seeking to be sustainable, for example, will start by seeking sustainable suppliers. Purpose, innovation, and service excellence will be just as vital as price or product in future B2B relationships. And they will increasingly expect to be part of a much more coherent ecosystem of mutual value creation.

New Customer Agendas

In seeking to understand the longer-term agenda for customers, we need combine our insight into customer priorities and aspirations of today with the broader “megatrend” drivers of the external world.

In my recent book Business Recoded, I define 8 meta priorities for customers emerge, likely to drive customer attitudes and behaviours through the decade to 2030:

  • My Access: Smartphones and their derivatives, will be my access points to both physical and digital worlds, enhanced by collaboration, intelligence and augmentation. Gamification is really a shorthand for more intuitive, immersive and inspiring forms of access, as physical and digital experiences combine. I will seek easy, relevant and trusted brands as gateways to my preferred worlds.
  • My Identity: I define myself how I choose, often rejecting conventional labels. Social media has democratised my ability to express myself. As a blogger or an influencer, amateur rock band or self-publishing author, anyone can build their own brand, often with more authenticity and empathy than glossy stars. Brands are platforms to help people share passions as new tribes, and do more together.
  • My Wellbeing: I embrace physical and mental wellness with a more personal and holistic approach that combines what is good for my health, my fitness and my future. More authentic, more natural, and more local solutions will become increasingly important. Brands, particularly in the areas of healthcare, nutrition and sport will become my new wellbeing partners.
  • My Community: Instead of defining ourselves by locality or nationality, occupations or socio-demographics, people will choose which the communities they seek to belong to and defined by, which they contribute to and care about. Digital lifestyles, geographic migration, and urbanisation will drive this. Social status will less about wealth more about quality of life. Brands will align with these communities.
  • My Responsibility: I care, and seek to do more, for “myself, my community and my world”. As social and environmental issues become more tangible, reducing materialism, waste and resource use will be key environmentally. Socially, I will seek to support the most vulnerable people in local communities, and others globally. I seek brands and other platforms that can amplify my desire to contribute more.
  • My Portfolio: I will build a portfolio lifestyle, around both my personal interests and professional activities. As lifelong careers give way to more fluid and freelance work, I will develop a portfolio of experiences and skills, alongside more personal hobbies and activities. My networks, socially and professionally, will be key to unlocking my portfolio through collaborative work and community life.
  • My Rights: I have the power to express my views, to actively stand up for what is fair, responsible and legal. I seek respect, to be protected, but also I have a poweful voice. Personal data and privacy are at the core of this, although I also recognise that this requires balance – to achieve more, I need to share more. I will respect and support brands and organisations who stand up for me and my principles.
  • My Value: My personal success is still measured in economic terms, with some symbols of materialism and self-gratification. While sufficient incomes matter to achieve a sustainable lifestyle, my value in society is more quantified by contribution, through creativity and collaboration. I respect others who do more for our world, from small acts of kindness to ways to accelerate our progress.

Shifting Attitudes and Influences

The tectonic shifts in markets, globally connected and digitally enabled, are creating a rapid change in attitudes, and the strategies of brands. Economic downturn was the crying pain of a changing world, the rise of new metropolises of affluence, and the fall of geographical boundaries and socio-economic stereotypes.

Customers have become more different – less about rich and poor, more about young and age, experiences and attitudes. Whilst wealth is consolidated amongst the longer-living boomers, Generation Y and Generation Z (aka millennials) have very different aspirations and priorities. Time matters more, materialism matters less. Add happiness, authenticity, friendship, even mindfulness too. We are more emotional, more human, more collaborative.

Yet there is no longer a mass market of average people, instead many niches, connected and influenced and more similar within their niches across the world than to others within the old geographical boundaries.

We should also be careful not to assume that millennials are the only digital consumers. Like any categorisation, there will be those engaged digitally and others less so.

How customer-centric are you, really?

Customer-centricity is evolving from a strategic priority to an organizational imperative. In a fast-changing, experience-driven world, companies can no longer afford to treat customer focus as a marketing function—it must be embedded into culture, operations, leadership, and innovation. The new frontier of customer-centricity is deeply human, profoundly technological, and radically empowering. It’s about seeing customers not as data points or targets, but as people to serve, support, and grow with.

Today’s customers are digitally empowered, culturally aware, and expectant of real-time, personalized, and meaningful engagement. They demand authenticity, transparency, and relevance across every interaction. Leading companies are responding not only by collecting data, but by listening deeply—tapping into emotion, context, and intent. They’re using technology not to automate transactions, but to elevate relationships.

The use of AI and machine learning is transforming how companies understand and respond to individual needs. Hyper-personalization—once a buzzword—is now a competitive advantage. Companies like Spotify, Netflix, and Amazon have long used algorithms to curate content and offers. Now, even traditional businesses are embracing predictive analytics, customer data platforms, and real-time behavioral insights to design products, communications, and experiences that adapt in the moment.

But technology alone isn’t enough. True customer-centricity requires cultural transformation. This means shifting mindsets across the organization—from “What can we sell?” to “How can we serve?” It requires flattening hierarchies, empowering frontline teams, and designing internal systems that align around customer value. Customer experience (CX) must be everyone’s responsibility—from product to finance, from logistics to HR.

The most innovative organizations are moving from transactional relationships to community-centric ecosystems. They’re enabling customers to become co-creators, collaborators, and advocates. Companies like LEGO, Figma, and Glossier have built powerful customer communities that contribute ideas, provide feedback, and even help design the next generation of offerings. These communities not only increase engagement but also drive innovation and loyalty.

Real-time engagement is another major frontier. Social platforms, messaging apps, and livestreaming are enabling companies to connect with customers on their terms, in their language, and at their pace. In markets like China and India, companies like Meituan, Zomato, and Jio are using real-time, geo-personalized engagement to create seamless, high-value experiences in everything from food delivery to mobile shopping.

What’s new in customer-centricity is a shift in purpose: from extracting value from customers to enabling customers to achieve more. Whether it’s helping them save time, feel seen, reach personal goals, or connect with others—brands that empower customers build trust, loyalty, and long-term growth.

Customer-centricity is no longer just about satisfaction. It’s about service, empathy, and shared success. The companies that win tomorrow will be those that make customers not just the focus—but the very foundation—of their business.

Building a customer-centric business

Building a business around customers seems obvious, yet the shift from product-centric to customer-centric is rarely easy.

Most companies still think, organize and operate around products – they define themselves by their products and categories, organized around product-centric profit centres, focused on selling products, and (what they make, to be the best in the category), focused on selling and delivering products, measuring success by the volume of products sold.

Some of the most exciting new approaches in marketing, branding, and customer experience draw from disciplines like behavioral science, neuroscience, data analytics, AI, and real-time engagement. These approaches are reshaping how companies understand, reach, and build relationships with customers in a fast, complex world. Here’s a look at what’s new and next:

1. Behavioral Science and Behavioral Design

Marketers are increasingly drawing on behavioral economics and psychology to understand the irrational, emotional, and subconscious drivers of customer decisions. Concepts like nudging, choice architecture, loss aversion, and social proofare being used to design more effective customer journeys and calls to action. For example, companies use scarcity cues (“only 3 left”), default settings (auto-renew subscriptions), and framing effects to increase conversion. Behavioral design makes marketing more intuitive and persuasive without being intrusive.

2. Neuroscience and Emotion-Driven Branding

Neuroscience research shows that emotion, not logic, drives most purchasing decisions. As a result, brand building today is increasingly focused on emotional resonance—creating sensory, symbolic, and narrative experiences that forge deep connections. Techniques like EEG brain scans, facial coding, and biometric analysis are used in testing ads, packaging, and content to optimize for unconscious impact. Brands like Apple, Nike, and Coca-Cola are masters of emotional storytelling grounded in human aspiration, identity, and meaning.

3. Data Analytics and Customer Insight Engines

Advances in big data and analytics are enabling deeper customer understanding than ever before. Companies now build “customer insight engines”—systems that aggregate data from transactions, behavior, preferences, and feedback across channels. This allows for granular segmentation, lifetime value analysis, and real-time personalization. Businesses can move from one-size-fits-all campaigns to micro-targeted content and offers, increasing both relevance and efficiency.

4. Predictive and Generative AI

AI is rapidly becoming core to modern marketing. Predictive AI analyzes historical data to anticipate future behavior—like churn risk, propensity to buy, or content preferences—allowing for proactive marketing. Generative AI creates content at scale: writing email copy, designing images, building product recommendations, or scripting chat responses. Companies like HubSpot, Salesforce, and Adobe are embedding these capabilities directly into marketing tools to enable smarter, faster execution.

5. Real-Time Marketing and Contextual Engagement

Today’s customers expect brands to respond in real time—whether that’s delivering a weather-triggered offer, responding to a tweet, or serving a location-based push notification. Real-time marketing uses live data (from social, GPS, sensors, etc.) to engage customers in the right moment, with the right message. Platforms like TikTok, Instagram Stories, and live commerce platforms in Asia enable brands to tap into trends as they happen and connect with audiences in culturally relevant ways.

6. Social Influence and Community-Led Growth

Trust in traditional advertising is declining, while peer-to-peer influence is rising. Brands are now turning to creators, micro-influencers, and brand advocates to reach audiences authentically. The shift from celebrity endorsements to everyday influencers reflects a desire for relatability, relevance, and community. Platforms like TikTok, YouTube, and Discord enable brands to build organic, grassroots influence and even co-create products with their fans. Community is now a core growth strategy—not just a channel.

Together, these approaches represent a shift from static, top-down marketing to dynamic, insight-driven, co-created experiences. They allow companies to be more responsive, personal, and human in a world that demands constant adaptation and deeper connection.

Customer-Centric Champions

Here are some of the most customer-centric companies around the world, and an understanding of what sets them apart in their approach to truly putting customers first:

 Amazon defines it’s mission as to be the most customer-centric company in the world. Its obsessive focus on customer convenience, selection, and price drives everything. Distinctive practices include:

  • Relentless convenience: One-click ordering, fast shipping with Prime, easy returns.

  • Customer reviews and feedback loops: Transparent ratings guide buyers and influence sellers.

  • Personalization: AI-powered product recommendations tailored to each shopper’s behavior.

  • Customer obsession culture: Leadership principles explicitly prioritize customer trust and experience.

 Jio, part of Reliance Industries, is revolutionized digital access in India by making mobile internet affordable and accessible to millions, demonstrating deep understanding of customer needs in emerging markets.

  • Affordable pricing: Disruptive pricing lowered barriers to digital connectivity.

  • Integrated ecosystem: Combines telecom with digital services like streaming, payments, and commerce.

  • Focus on accessibility: Tailored offerings for new users with low tech literacy.

  • Customer-first innovation: Rapid rollouts and real-time feedback loops shaped offerings.

Rappi, from Colombia, originally transformed food delivery into a broader lifestyle platform, showing how customer-centricity can drive market expansion.

  • Super-app model: Beyond delivery, Rappi offers payments, groceries, pharmacy, and even cash withdrawal.

  • Hyper-local personalization: Tailors offerings by city, neighborhood, and user preferences.

  • Customer empowerment: 24/7 live support and in-app chat improve trust and problem-solving.

  • Community focus: Incentivizes gig workers and integrates customer feedback to improve service.

Xiaomi, the Chinese electronics giant’s success is rooted in building passionate user communities and offering products that balance affordability with quality.

  • User engagement: Actively involves customers in product development through forums and beta testing.

  • Transparent pricing: Direct-to-consumer sales reduce markups, benefiting customers.

  • Ecosystem of products: Interconnected smart devices enhance user convenience.

  • Rapid innovation cycles: Responds quickly to customer feedback to improve products.

  • Zappos, now part of Amazon, built its brand on delivering exceptional customer service that goes beyond transactions.

  • Customer service culture: 24/7 free support with no scripts empowers agents to solve problems creatively.

  • Generous returns: 365-day return policy removes risk for shoppers.

  • Employee engagement: Happy employees translate to better customer interactions.

  • Personalized experience: Surprise upgrades and handwritten notes create emotional loyalty.

Spotify, the Swedish music disruptive, says customer-centricity lies in its deep data-driven personalization combined with user empowerment.

  • Discover Weekly: Personalized playlists driven by behavioral data.

  • Social sharing: Easy sharing and collaborative playlists build community.

  • Cross-platform seamlessness: Consistent experience across devices.

  • Constant innovation: Features like podcasts and live audio respond to evolving tastes.

Natura & Co, the Brazilian beauty business, integrates sustainability and social impact into its customer value proposition.

  • Ethical transparency: Communicates product sourcing and environmental impact openly.

  • Community building: Supports local communities and co-creates products with customers.

  • Purpose-driven brand: Customers connect with values beyond product features.

  • Omnichannel experience: Combines digital convenience with in-person consultations.

So what makes them so customer-centric?

  • Deep empathy: Understanding not just what customers want, but why.

  • Agility: Rapidly responding to feedback and changing needs.

  • Authenticity: Building trust through transparency and purpose.

  • Personalization: Leveraging data and technology to tailor experiences.

  • Empowerment: Treating customers as partners and communities, not just buyers.

These companies prove that customer-centricity is not a tactic but a mindset baked into culture, strategy, and operations—driving loyalty, innovation, and sustainable growth in diverse markets worldwide.

More from Peter Fisk

Peter Fisk helps you build a customer-centric business with more inspired purpose, about how it makes people’s lives better. It focuses on the customer’s world (be it a business client seeking to grow, or a consumer seeking to enjoy life). It organizes around the customer experience, one that brings together products and services to solve real problems, and enables people to achieve more. The perceived value of this is much greater, which leads to far great profit potential, as well as ongoing revenues and advocacy.

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Examples of recent clients include

  • Apotex: Building a customer-centric culture based around the concept of turning clients into “raving fans” by doing more for them, helping them to win in their businesses.
  • RBS: How to create a new bank, Wlliams & Glynn, around customers. Specifying the blueprint for the retail banking concept, that seeks to stand out for its different approach.
  • Santander: Building the world’s most customer-centric bank, working with top 350 managers worldwide, to explore and embed the essentials of customer centricity.
  • SDL: How to innovate a win-win customer experience – about the customer, and then about the business – and harnessing the power of marketing analytics, digital media and automation.
  • Teliasonera: “Customer insights, propositions and experience” design for each key audience in each market of Central and Eastern Europe.

Explore more about customers