By 2020, customers armed with more technologies than you can imagine will be demanding more from your organization’s customer experience, a study by Gartner reveals so. As consumers become more empowered, the business-consumer bond will become more prevalent in the near future. With scenario changing so rapidly, it is rather primal for entities to adopt the emerging trends in customer experience management .
Some leading customer experience trends for 2017:
Data is hugely important as it can provide businesses with trends and real-time insights. Progressive companies are gathering, analyzing, and acting on information to improve customer experience. Gathering data in a structured or unstructured way, using CRMs, Surveys, IoT, Sensors, etc. can be effectively utilized to create personalized experience which caters to individual and unique needs of customers. A good example is the use of cognitive analytics for facial recognition to detect when a customer walks in the store. The system can then provide personalized recommendations, offers, and discounts to the customer in the store. Brands will have to develop strong data collection and analytics strategy to provide a personalized and pleasing customer experience.
According to Forrester, investment in artificial intelligence (AI) is expected to triple in 2017. Chatbots will work with human interaction to provide a top-notch, optimized and a cost-effective customer engagement strategy which will drive the organization to the forefront in customer experience. With chatbots, consumers can access flight data, redeem rewards, find answers to questions, receive offers, and much more. Some AI chatbots enables brands to provide highly personalized services that previously were not possible. As AI develops, it will drive a need for machine learning capabilities to become more emotionally intelligent and pave the way for an experience which can be equated to a human experience.
Mobile continues to be the dominant channel for interactions. Over a third of millennials have researched a product online via a mobile device while in a store (38%), and nearly one-fourth have even purchased a product online from a mobile device while in a store (23%). In this virtual world, consumers use mobiles practically for everything, to access information about the brand and to make purchases. If companies wish to remain competitive, brands must adopt a mobile first strategy and provide a seamless experience across channels.
Just as adopting new technologies is important, understanding customer behaviors and preferences which can drive digital transformation is also important. It’s time to embrace customer journey mapping to understand the story of this process of engagement and long term relationship. Customer journey mapping can typically paint a picture of how customers move through the sales funnel. This will help brands to identify opportunities which can then enhance customer experience.
As customer experience continues to gain more importance, brands try to find innovative ways to remain active and dominant. Adopting these trends in a way that suits your business aligned with customer needs can act as differentiators between you and the competition.