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Responding to Customer 4.0 – where empowered and outcome-focused customers are at the centre of their own universe 

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Customer 4.0

The Customer 4.0 Revolution

The world has changed. Proliferating choice and hyper-connectivity mean customers are more empowered than ever. Technology and generational dynamics have changed the way people connect and relate, placing customers at the centre of their own universe – the network of people and organisations who inform, inspire and influence them.

But this customer empowerment has brought complexity. The challenge for customers, and the opportunity for those that serve them, is to navigate this complexity and deliver the outcome sought. Organisations who fail to respond innovatively to a customer-led world risk rapidly declining in relevance and value. 

For as long as there have been customers and providers, the power balance between them has tended to favour the latter – shaping and dictating the relationship through changing eras of customer interaction. Customer 4.0 sees a more empowered customer who can choose who helps them achieve their outcomes.

Customer 1.0
Customer 2.0
Customer 3.0
Customer 4.0

Your customers are likely living in a 4.0 world already. From fresh thinking market disruptors to adaptive mature organisations, the key to continuing relevance is the ability to constantly review how value is created and delivered to enable better outcomes for customers.

1. Google, “Consumer Trends 2013”
2. McKinsey Quarterly, February 2017, when considering a re-purchase across 27 categories where shopping around was dominant
3. Neilson, “Global Trust in Advertising”, Sept 2015
4. Harris Interactive survey, indexed to 2016
5. Forrester, Customer Experience Drives Revenue Growth, 2016, June 2016 Forrester blog post by Harley Manning
6. Raconteur, "Reinvent or die in a ruthless world”, April 2015

What you can do

To succeed with Customer 4.0, you need to understand and apply the new rules of engagement. We believe this starts with re-visioning your business model around your customer. This means reversing the logic of brand and customer experience enticement, and deciding how you’re going to fit into your customer’s universe. 

Customer 4.0

Applying proven methods and approaches, we will help you innovate around your Customer 4.0.

  • ‘Think big’ when it comes to the strategic implications of Customer 4.0
  • ‘Start small’ with iterative, insight-driven offering innovation
  • ‘Scale fast’ to deliver change and reap the benefits   

Basildon Council

Basildon Borough Council
Using technology to enhance the public’s experience of local government 

Met Office

The Met Office
Delivering a smart cloud-based weather community

John Lewis case study

John Lewis
Improving customer experience and doubling revenue from online sales

Etihad Aviation Group

Etihad Aviation Group
Designing a blueprint for future growth 


Supporting their business transformation

International Airline

A global airline
Identifying an additional £35 million in revenue opportunity through customer insight

University of South Wales

University of South Wales
Attracting and retaining students in a highly competitive market

Irish Health Service Executive

Irish Health Service Executive
Redesigning hospital services to cut waiting times and treat more patients

Highlands and Islands

Highlands and Islands Enterprise 
Growing Scotland's economy by connecting over 500 businesses with specialist advisors

To find out more about how to prepare for the Customer 4.0 revolution, get in touch with one of our experts today.

Mark Davies

Mark Davies
PA business design expert, UK and International

Email | LinkedIn

Thomas Rosenberg

Thomas Rosenberg
PA business design expert, Nordics

Email | LinkedIn

Hsiu Mei Wong

Hsiu-Mei Wong
PA business design expert, USA

Email | LinkedIn


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