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 The Forecast
www.customer-strategy.co.uk/csfeatures
2009
 
Contents 
Leader & Contents 
01
Roger Martin-Fagg
02
Roger Martin-Fagg sayscustomer strategies or agrim 2009 should all be aboutmarket share
Frank Kirwan
04
Frank Kirwan sees a longand bumpy road ahead
Sector overview
06
David Smith o GlobalFutures and Foresight withhis overview o customerstrategy challenges
Financial Services
08
Regaining customer trustis the new imperative
Utilities
12
Growing pressure to reduceprices while customer satis-action with utilities is at an alltime low
Transport
16
Above ination price riseswill have to be countered withimproved services
Retail
18
Lack o consumer spendingwill urther decimate thesector
Leisure & Tourism
 
20
Ageing population pres-ents challenges and opportu-nities
Public Sector
22
Social networks tobecome more inuential withincreased citizen power
Automotive
24
Intense pressure throughlack o consumer demand
Services
26
Recession to depressdemand with urther declineand a move towards theexperiential economy
Telecoms
28
Technology advances blur-ring the sector as convergencebetween work and play isname o the game
Killer Question
30
We ask a number o keyindustry gures or theirresponse to the big questionon everybody’s lips in 2009
The ICS View
32
The ICS says the recessionis acting as a llip to service
MANAGING EDITOR
Steve Hurst
DESIGNER
Nick Wells
PUBLISHER
Mark Turner
GROUP DIRECTOR
Mark Snell
COMMERCIAL MANAGER
Kevin Pearce
ADVERTISINGSALES MANAGER
Ashley Williamson
WEB EDITOR
Antony Lord
MARKETING MANAGER
Neil Cullingford
PRODUCTION COORDINATOR 
Mark Sales
PRINTED BY 
Headley Brothers
PUBLISHED BY
CMP Information LtdLudgate House,245 Blackfriars RoadLondon SE1 9UYTel: +44 (0) 20 7378 1188Fax: +44 (0) 20 7378 1199email: steve.hurst@ubm.com
ISSN 1472-4367
To say we are living through a time o unprec-edented economic turmoil is something o anunderstatement. The recession is here and nowand according to economists across the world theUK will suer the most deep, long and damagingdownturn o the major global economies.In times o economic trouble it is more impor-tant than ever or organisations to ocus on theircustomers and their customer strategies. Themantra in 2009 is about customer retention andgaining market share rather than customer acqui-sition. That is why Customer Strategy is launchingThe Forecast at this time.At Customer Strategy our agenda is to set theagenda or our senior level readership across theenterprise. The Forecast is an industry sector-by-sector guide to the strategies organisations will neednow and in the uture to gain a greater understandingo their customers’ needs and to be in the best possibleplace or when the recovery comes - and it may takesome time but the recovery will eventually come.Whatever area o business you work in TheForecast is essential reading. In addition to ourcustomer sector guides you will benet romthe wisdom o some o the leading economic andstrategic minds in the business. Keep The Forecastto hand as you will nd it an invaluable reerencethroughout 2009 and beyond.
Steve Hurst, Editor Customer Strategy 
Welcome toThe Forecast
www.customer-strategy.co.uk
All the industry sector graphs in The Forecast arecourtesy of the ICS and its latest UKCSI Survey
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