Years ago Customer Satisfaction was a function of brand reputation which in turn was broadly a function of word of mouth and that was a double-edged sword. In the days where snail mail ruled supreme it took a long-time to build a brand’s reputation and a long time for the public to destroy it. Obviously large-scale disasters still got reported in the press, but general small-scale endemic failings took a long time to filter through to sales reductions.
In this digital age brand reputation can be created and destroyed in a matter of weeks. Get it right and you rapidly rise to be an on-line phenomena, get it wrong and Social Media will see you and your brand held to account in the most public and painful; way.
Despite the immediacy of 2016 and beyond, what is still as important now as it was then is employee knowledge and capability. If you want to ensure the digital age is good for your business then make sure you invest in ensuring your employees are more knowledgeable and competent than your competition. Because when the rubber hits the road and you fail to deliver against your customers expectation it is always a human that saves the day, not a system.