Attractions Management Vol 29 / Issue 1 2024

Page 30



Five macro trends will revolutionise the way businesses work with customers in the face of rapidly changing technology, according to a new report by Accenture. Tom Walker investigates


he rapid advance of technology in all areas of life is putting societies in flux, creating uncertainty and forcing people to reassess their

Accenture Song’s Mark Curtis has asked what change means for

plans for the future, according to

business leaders

a new report from consulting firm Accenture. The Annual Life Trends report shows that half

of people globally are significantly altering their life goals, prioritising job stability and retirement over marriage or getting a college degree. Another

brands in the form of price increases, reduced

48 per cent now only plan 12 months ahead (or

quality, value engineering, increased and

less) – with some not making any plans at all.

aggressive subscription-only models – which is

Mark Curtis, global sustainability lead for Accenture Song, said: “We’re entering a decade of deconstruction spurred on by

forcing some governments to legislate to protect consumers – and poor customer service. The reductions in quality or size (‘shrinkflation’),

changing consumer values, AI’s explosive

declines in service (‘skimpflation’), customer

growth and the relentless speed of change.”

service shortcomings and unwelcome subscriptions are adding up to a sense that

A shift in mindset

brands are quietly reversing on their promises.

– brought on in part by the increasing

A problem of perception

According to the report this shift in mindset intrusion of technology into people’s lives

critical perception problem – where companies see

of fragility for businesses, as people are

actions for survival, some customers see greed.

deconstructing everything in their lives and trying to assess their place in the world.


At the center of this trend, the report states, is a

– is creating challenges and some degree

Liz Terry, editorial director at Leisure Media, said: “In the face of so much change

As an example of the way the relationship

and the redrawing of expectations, there

between consumers and businesses is changing,

are important opportunities for all leisure

the report charts how, for years, the correlation

businesses, given how fundamental they are

between customer experience and revenue

to people’s lives, how nimble and responsive

growth has inspired organisations to hold the

leisure is as a sector – from spa and wellness

customer at the centre of every decision.

to health and fitness, hospitality and visitor

Now, economic considerations are forcing

attractions – and how customer-focused we

cuts, creating friction between customers and

can be when the customer is made a priority. Vol 29 / ISSUE 1

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