Businesses have been urged to take a fresh look at how they engage with consumers.
According to Nick Turner, consumer business digital lead at Deloitte, brands need to look beyond marketing as a means of engaging with their target audience.
Instead, he told Travolution that firms need to make sure they are communicating in "new and different ways".
Mr Turner said technology can be particularly advantageous in this regard, as it can ensure all consumer interactions across various channels and touch points are tracked and integrated.
"They can help with identifying failure points and guiding real-time, targeted responses," he commented.
"For example, you will see a number of businesses contacting you if you dropped out of their site whilst making a purchase."
Mr Turner also insisted that firms must make sure employees at every level are aware of the "role they play in serving consumers".
This, he said, can empower them to make correct decisions on how best to deal with anyone who is unhappy.
Businesses were then advised to be mindful of the reputational damage that can ensue if their social media channels are not properly managed.
Mr Turner suggested that firms set up social command centres so they can find out what people are saying about them on sites such as Facebook and Twitter.
He said this approach would also enable brands to share positive stories beyond their existing customer base and reach "those who are just about to start their search for a product or brand".
Mr Turner added that if a company is looking to launch a content marketing strategy, it should make sure any material inspires and informs customers rather than presents a sales pitch.
Firms were told that equipping people with the right information enables them to "move independently through the shopping journey".
Mr Turner said this could in turn bolster trust and brand loyalty, but stressed that this is a "sequential process that can't be short-circuited".