8 out of 10 people believe organisations take customers for granted

A customer buying fruit.

8 out of 10 people believe organisations take customers for granted Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

Most people feel that organisations have become impersonal and lost their ‘human’ touch, instead prioritising cost-cutting and functionality.

This is according to a new national survey by customer-led growth company The Foundation.

The survey coincides with the publication of ‘The Human Experience: How to make life better for your customers and create a more successful organisation’, which offers solutions to the issues highlighted in the survey.

Conducted across a nat. rep sample of 2,000, it has revealed that: 

  • 85% of respondents believe organisations now feel impersonal and have lost that ‘human’ touch.
  • 83% believe organisations take their customers for granted.
  • 81% believe that organisations are more interested in cutting costs that giving a good service.
  • 78% feel that organisations send too many emails and requests asking for feedback.

Featuring case studies and practical advice, The Human Experience demonstrates how companies can create a culture and experience with humanity at its heart, and in turn develop a customer base that will stay with an organisation, and a company that will grow in an increasingly efficient way.

John Sills, managing partner at The Foundation and author of The Human Experience, said: “I believe that, over the past twenty years, organisations have worked hard to perfect the functional customer experience, but at the expense of the emotional, human experience.

“Organisations are now full of humans who aren’t allowed to act in a human way, whether they’re designing the products, creating the communications or delivering the service.”

“Customer feedback and customer loyalty are both myths. This epidemic of survey requests convinces CEOs that they’re close to what matters to customers and that customers care about their business, where in fact, neither is true.”

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.


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