The cloud is commonly envisaged as a utilitarian service, enabling those companies using it, to experience ease of access to data in various accounts, homogenisation of such accounts, the external management of servers, negating the need for expensive hardware, and so on.

This utilitarian approach has, broadly speaking, meant that some cloud services lose a certain personal element with their clients.

The cloud has been associated with a lack of customer service, with some of the large providers simply erecting web pages and FAQs to tackle customer problems. It is often very difficult to phone up and talk to a human being.

For a fair few businesses, customer service is something which takes a back seat.

However, so long as dissatisfied customers reject bad customer service, such offenders will invariably lose business or be bought up by companies which do regard customer satisfaction as paramount.

The cloud’s growth was …