How will Customer Expectations Around Information Availability Evolve?

How will Customer Expectations Around Information Availability Evolve?


Customer expectations around information availability will evolve in the future. By 2025, devices may be so varied that communication will fully become a utility, instantly available and automatically optimized for the desired display method. Before indoor plumbing technology was popularized, to get fresh water, every home had a bucket that had to be filled at a well in the center of town. Today’s envelopes, text messages and emails are like those buckets, in that they are carriers and storage devices for information. As more businesses and social networks share information, the sensible solution is to view information as an on-demand utility. 

A Growth in Multichannel Communications

When much of the same information can be accessed in different ways, customers will expect all information to be available on any channel, even retroactively. Consumers won’t tolerate maintaining many separate personal archives to track their interactions for 10, or even 100, different devices, services, sensors or social networks. The business and social networks, apps, and corporate systems will be expected to get any information out to any form factor at any time from the client’s very first interactions.

An Overhaul of Archiving

This market shift will create a need for a major overhaul of what we consider to be archiving today. We currently archive communications, which are discreet and fairly easy to identify. But, as devices fragment, social networks expand, and consumers change context frequently, the burden to re-create or reformat will fall on your company rather than the consumer. The archiving landscape will undergo the most profound change of any infrastructure technology in the coming decade. This change will largely be unnoticed by the consumers—supposing it is done well.

More Flexible Customer Communications

In 2025, consumers may expect their vendors to show them what would have been displayed in a different form factor. Today, it’s no longer excusable to just show a PDF as a digital communications piece, as this burdens the consumer with scrolling around  in a way that is frustrating. Communication systems will need to be flexible enough in how they assemble communications to display old information in ways that best fit the new devices, social network formats, and customer expectations.

The Right Format for Customer Information

In order to succeed in the future, businesses must be able to provide customer information as a utility, making it available in the right format, at the right time. This will require systems that have easy access to data, an ability to reformat that data, create the right communication, adapt to the best design, and deliver it to the right channel in an optimized format. Almost all enterprises are facing choices concerning the matter, and how they handle these choices will affect their ability to effectively make business critical information available to their customers.

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