Adapting to Rapid Changes in Customer Experience Trends

Adapting to Rapid Changes in Customer Experience Trends

The Gist

  • CX trends emerging. Digital touchpoints transform customer journeys, enhancing engagement and interactions.
  • Customer experience trends. Rising customer expectations fuel demand for responsive, hyper-personalized brand experiences.
  • Latest trends in customer experience. Emotions drive customer decisions, urging brands to adapt rapidly to evolving CX trends.

Technology has enabled brands to remain connected with their customers at nearly every digital touchpoint — helping transform the customer journey and boosting engagement in an attempt to create more meaningful interactions. Here, we’ll take a look at some of the current CX trends. 

As digital adoption continues to remain a buzzworthy trend within the realm of business development, similarly, customer expectations have been on the rise. Nowadays, customers expect brands to be more responsive, immediately resolving their pain points, while simultaneously delivering a more hyper-personalized experience.

The Zendesk CX Trends Report found that nearly 60% of consumers have made purchases from one brand over another purely based on the service they had expected to receive.

Customer decisions and satisfaction are driven by emotion — businesses improve top-line profits. As brands begin to realize how rapidly CX trends are changing, keeping ahead of the curve has forced companies to rethink their customer strategies, enabling them to capture consumer interest and focus on staying ahead of market competitors.

Related Article: Top Customer Experience Trends You Should Watch in 2023

Looking Ahead: CX Trends Redefining Business Opportunities

Understanding how customers’ needs have changed over recent years has led companies to invest in artificial intelligence (AI) tools that deliver more optimized analyses of the customer journey.

Additionally, artificial technology helps bring more light to customer experiences, enabling brands to create omnichannel communication that is not only specific to one business segment.

Today, customer experience is a cross-functional business activity that sees the collaboration between various departments. For business leaders, this creates an opportunity to grow their customer focus group, while developing strategies that address unique challenges and drive engagement among various touchpoints.

Current CX Trends: Mapping an Omnichannel Customer Journey

Mapping the customer journey can lead to developing key strategies through which brands have more visibility regarding the habits and behavior of targeted customers. As platforms become more digitally integrated and utilize advanced algorithms to improve user experiences, brands will need to develop a more omnichannel approach that can help them create customer personas based on these touchpoints.

A woman walks on the roadside following the white line delineating the berm in piece about current CX tends including customer journeys.
Mapping the customer journey can lead to developing key strategies through which brands have more visibility regarding the habits and behavior of targeted customers.Siam on Adobe Stock Photos

Part of this process would require brands to understand the touchpoints through which they are attempting to reach customers, but more importantly, define their customer engagement approach.

Brands that are currently leveraging multiple digital touchpoints will need to build a more dynamic strategy that captures the full extent of the customer journey throughout. The deliverable here would mean that it’s no longer possible to group customers under one umbrella, but instead build a customer experience journey that directly meets various users’ needs and adapts to their changing behavior.

Most importantly, remember that these considerations will need to be applied both for in-store and online customers. While there is more difficulty surrounding the opportunity to capture a clear pathway to understanding the digital consumer, compared to in-person contacts, the ability to analyze consumer data, and apply this directly within the customer experience strategy, will play a vital role in application success.

Current CX Trends: Build a More Robust Customer Data Analysis

Aligning various ends of the customer experience journey with brand motifs requires the ability to understand, process and analyze customer data. Already brands have realized the valuable potential data sets can hold to build toward customer-centricity; however, the application is often a two-sided problem.

For starters, collecting consumer data, including demographic information, product and service preferences, and online behavior requires a vast amount of expertise. On top of this, there are often limitations to the amount of data that can be collected.

While companies have traditionally relied on digital forums and surveys to better understand their customers, these often only capture a small percentage of the wider picture. Research by the global consulting firm McKinsey & Company found that customer experience surveys often only sample 7% of a brand’s customers.

Secondly, sorting and analyzing customer data needs to have an existing, or overarching, objective. Brands need to clearly define what it may be that they’re looking to retrieve from this data, and how this will impact the process of developing a more dynamic customer experience journey.

Although consumer data is immensely important, as it provides key insights into market trends — without a clear objective these efforts often lead to a lackluster approach that can leave key questions unanswered.

Source link