Hansa Research has analysed key customer experience (CX) trends of 2023 and predicted key trends for 2024.
Key CX Trends in 2023
- Streamlined and seamless experiences across channels: Customer expectations are that they can effortlessly switch between channels while still receiving a consistent and personalised experience. Integration of technologies has made this possible. Businesses have invested in ensuring streamlined and seamless interactions across online, offline and social media channels.
- Empowering customers through enhanced digital self-service: Customers want to be empowered and one of the ways is to drive this through providing them with digital self-service capabilities through chatbots, virtual assistants and intuitive knowledge bases, empowering them to find quick resolutions, access relevant information and perform tasks efficiently. The digital transformation surge led to businesses improving their digital self-service capabilities. Efficient self-service experiences aim to boost customer satisfaction and reduce support costs.
- Proactive customer support by anticipating needs: Customer needs of requiring proactive customer support were recognised and businesses have already started using advanced analytics and machine learning to predict and address customer issues before they surfaced. Proactive measures, based on customer behaviour analysis, aimed to resolve problems, offer preemptive solutions, and provide personalised recommendations, fostering trust and loyalty.
Top CX Trends in 2024
- Continued and increased investment in AI: Businesses will continue to drive greater efficiencies by investing in chatbots powered by generative AI, dynamic marketing campaigns and personalised user guides to streamline customer service.
- Immersive CX is going to pave the way forward: To build experiences that engage people emotionally across channels, businesses are aiming to utilise cutting-edge technology advancements like virtual and augmented reality (VR/AR) or experiential marketing activations. These innovations include multimedia and personalised content for target audiences. Companies like Gucci, Nike and Disney are already providing them. Immersion experiences have the potential to improve many industries and work settings, including education, healthcare, retail, financial services, and healthcare.
- Hyper-personalisation: 2024 will see personalisation take centre stage as an indispensable strategy. Leveraging customer data, businesses are crafting tailored experiences, encompassing everything from product recommendations to personalised marketing communications. The delicate balance between personalisation and privacy is paramount, with AI and machine learning at the forefront of delivering hyper-personalised experiences. Customised offerings to individual customer needs not only elevates satisfaction and engagement but also enhances marketing effectiveness, allowing brands to distinguish themselves in a saturated marketplace.
- The emergence of voice interaction: Use of voice assistants and conversational interfaces will see an increase in 2024. Amazon’s recent announcement about incorporating generative AI functionality into its Alexa product line signals the industry’s readiness for a fresh channel where customers can interact seamlessly through voice commands. Brands will invest in voice-enabled technologies, optimising content for voice-driven searches, and expanding customer service representative teams to meet the rising demand for voice assistance.
- Unified customer experience: Shifting the focus from mere transactions to building relationships, brands will prioritise seamless customer journeys. Through adaptability and ongoing refinement, these journeys aim to minimise frustrations, delivering experiences that are more personally relevant and inherently valuable.
- Sustainable and ethical practices: In today’s world, conscious consumers actively seek out brands that prioritise eco-friendly and ethical practices. A commitment to social and environmental responsibility will hence be a competitive edge. Businesses adopting sustainable practices, from eco-friendly packaging solutions, agricultural practices, ethically sourced ingredients to environmentally friendly disposal solutions, will appeal to customers favouring environmentally conscious choices.
- Data transparency and security: In 2024, safeguarding data privacy and security will emerge as a critical component of the customer experience (CX), forcing organisations to be transparent about their practices regarding data collection and usage. Building and maintaining customer confidence will hinge on forthrightness about security threats and the implementation of proactive measures.
Hansa Research predicts that brands embracing these trends will have an advantage over competitors as customers get pickier and choosier.
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