The nine to five is losing its grip on customer service. Someone orders a lamp at 11pm, spots the wrong delivery address at midnight, and wants it sorted before breakfast. The big retailers taught people that this is normal, and the expectation does not shrink just because the seller is a two-person firm in Leeds rather than a national chain.

The habit has numbers behind it. Ofcom found that UK adults now spend an average of four and a half hours online each day, up ten minutes on the previous year, with most of that time on a smartphone. People shop, browse and fire off questions whenever they happen to be scrolling, which is as likely to be a Sunday evening on the sofa as it is a Tuesday morning at a desk. A query sent at 10pm feels perfectly reasonable to the person sending it. The reply they get at 9.15 the next morning can already feel slow.

For most British firms, staffing around that reality is simply not an option. According to official figures from the Department for Business and Trade, there were 5.7 million private sector businesses in the UK at the start of 2025, and 5.64 million of them were small, with fewer than 50 employees. A large share have no employees at all beyond the owner. Nobody in that position is hiring a night shift to watch the inbox, and even firms with a small team rarely have anyone rostered past six.

At the same time, the bar keeps moving. The latest UK Customer Satisfaction Index from the Institute of Customer Service put national customer satisfaction at 78.2 out of 100 in January 2026, the highest level since July 2022, with 83.2 per cent of customer experiences rated as right first time. That is good news for consumers and awkward news for any business still working through Monday’s messages on Wednesday. When the average experience improves, the slow responder stands out more, not less.

So how do small firms close the gap without cloning themselves? Increasingly, the answer is to stop treating every question as something that needs a live human at the moment it arrives. A well-built help centre does a surprising amount of the work. Most businesses find that a handful of questions make up the bulk of their inbox: where is my order, how do returns work, what does this price include, can I change my booking. Answer each of those once, properly, in writing, and that answer is on duty at 3am without complaint.

Self-service goes further than a page of FAQs. Many firms now give customers a customer portal, a secure space where they can log in, raise a request, track its progress and see everything they have asked before. That single change removes a whole category of correspondence, the “any update on this?” email, because the update is sitting there whenever the customer cares to look. For businesses handling ongoing work rather than one-off sales, think accountants, letting agents, IT support firms or tradespeople juggling multiple jobs, it also means clients stop asking for the same document twice. The customer sees a tidy record of everything in flight, the business sees fewer interruptions, and both sides get their evenings back.

Automation fills in more of the gaps, applied with a little care. An instant acknowledgement that confirms a message has landed, states realistic response hours and links to the relevant help article will satisfy a good chunk of late-night senders on the spot. Routing rules can make sure an urgent complaint does not sit in the same queue as a newsletter enquiry. AI-assisted answers now handle routine questions convincingly, though the sensible firms keep anything involving judgement, money or an unhappy customer for a person. Always-on service fails the moment a customer feels fobbed off by a machine that cannot actually help.

None of this requires a big budget or a technical background, but it does require knowing what people actually ask. A practical starting point is to spend two weeks logging every inbound question, then write permanent, findable answers to the ten most common. Check which ones customers actually read and keep tuning from there. Even a modest version of this pays back quickly, because every deflected question is time recovered, and the answers only need writing once. The aim is not to hide from customers behind software. It is to reserve human attention for the conversations that genuinely need it, and let the rest resolve themselves at whatever hour they arrive.

Always-on has a slightly threatening ring for anyone who already answers work emails on holiday. In practice it means the opposite. The businesses getting this right are not working longer hours. They have simply built a front door that stays open when they are not there, and their customers have stopped noticing the difference.

Aquavelis waterpark in Torre del Mar has established itself as a fantastic choice for families looking for a little relief from the blazing summer sun. Just 20 minutes from Malaga and 15 from Nerja, this exceptional attraction features an array of pools and slides designed to entertain every generation. Running its summer season until September 8, it is the ideal destination to chill out and enjoy quality time together.

Endless fun with twenty thrilling water rides

Thrill-seekers can test their courage on some really exhilarating attractions. Speed lovers will enjoy the massive 80-metre drop on the Kamikaze or race friends on the Multi-Pistas. Water lovers can also experience the Super Niagara on a double inflatable ring or brave the dark twists of the Magic Hole, which features exciting light effects. Other popular choices include the Espiral, Tirabuzon, and Pistas Blancas, ensuring non-stop action throughout the day.

Safe and spacious layout built for parents

Parents love the clever layout of the grounds, which allows them to easily keep an eye on their children as they move between attractions. Plenty of space across the park makes sure that crowds and queues never feel overwhelming, creating a relaxed atmosphere. Shaded family areas provide excellent spots to rest away from the strong rays of the sun, making it highly comfortable for people who want a slower pace.

New attractions for younger adventurers

Younger children have access to a special realm of fun, including the brand-new Isla de la Aventura zone introduced for this year. This new space is packed with interactive games and water features tailored perfectly for smaller splashers. Families can also explore the Tobogan Colina labyrinth, coast down the Rio Rapido on a double ring, or let toddlers paddle safely in the AquaSplash and Mini Foam areas. There’s even a wave pool to simulate the Mediterranean beach experience, while a relaxing spa zone gives parents a chance to unwind.

Excellent dining options and budget-friendly tickets

Visitors can choose from various onsite restaurants, cafeterias, and ice cream parlours when hunger strikes. Anyone wishing to bring their own refreshments can access the spacious picnic area completely free of charge. Comfort upgrades are readily available too, with sunbeds, umbrellas, and private VIP zones open for rental.

Booking tickets online in advance is highly recommended, as web purchases grant an automatic two-euro discount per ticket. Standard adult entry for individuals over 1.40 metres costs €28, while junior tickets cost €22 and mini tickets cost €14. Reduced afternoon rates are available directly at the ticket office, making this cool sanctuary an affordable escape for everyone this summer.

Fine Aquavelis on Calle Ruta del Pomelo, Urb. El Tomillar, Torre del Mar. Web: web.aquavelis.es/en

Our local Costa del Sol-living expat pro, Steve, has contacted us with some more priceless advice from his years of extensive experience living here. He too has been feeling the oppressive heat of the last few days and watching the news of how the current extreme heatwave has been taking its toll, not least on the elderly community in Malaga Province.

Steve says, “Hot weather makes it far too simple to skip proper meals. Once you hit your seventies, the body often fails to flag thirst as quickly as it should, so sip fluids steadily throughout the day even when you feel fine and you’re not even dry.”

From his years of experience, he already knows that cans of fizzy pop do little good. “Years ago Spanish tap water was best avoided, yet these days it is the sensible everyday choice.”

Keep water handy round the clock

He recommends, “Fill several bottles from the tap and park them in the fridge. Top them up every evening and leave a full glass by the bed because sleep steals moisture without you noticing.

Away from home, the local supply may taste different thanks to higher mineral levels. Switch to supermarket bottles if needed, he says. A splash of squash improves the flavour for anyone who finds plain water dull.”

Load up on juicy fruit and light dishes

He continues, “Watermelon, peaches and oranges plus simple tomato and cucumber salads deliver hydration without effort. Skip heavy dinners and reach instead for grilled fish, chicken, eggs or beans piled with vegetables. Ready meals for one are best left on the shelf; they pack too much salt and processing.”

Also, he recommends, “Seeded bread, a portion of pasta or a jacket potato adds slow-release energy and quiets the urge for sweet snacks. A modest amount of salt helps in the heat provided you keep it measured. Always chill leftovers promptly so nothing spoils and money is wasted.”

Shop smart and get the bags home early

One habit Steve has down-pat is heading out in the cooler morning hours when shelves still look full. “A cheap wheeled trolley saves strain, and splitting the trip into smaller runs works better than one marathon session.”

He continues, “Carrying shopping alone can prove awkward. Ask a friend or neighbour, or contact an English-speaking charity that offers lifts for a small donation. Your local town hall’s foreigners department can point you in the right direction if you need contacts. Stick to light food, steady fluids and shade and you will sail through summer feeling better, stronger and safer.”