Understanding Customer Experience (CX) Trends This 2020 Is Vital For Business Success.
Understanding Customer Experience (CX) trends requires the full comprehension of feelings and thoughts that customers associate with your brand. It stems from interactions with the customer which will later manifest as stories and memories that will be recalled.
Here are the top two CX trends that every brand must consider in 2020 when understanding the customer experience.
1. The Year Of The Bots
Forrester, a leading American research company, identifies that 35 percent of firms are examining how bots effectively improve the customer service experience.
Speaking at the Gartner Customer Experience Summit in Tokyo, Gene Alvarez, the acting vice president discussed how more than half of organisations have already invested in VCAs (Virtual Chat Assistant) for customer service.
Companies are coming to the realisation of VCA or automated self-service advantages and this is predominantly due to these systems’ innate ability to mimic human interaction for complex situations.
Gartner’s research states that companies report a reduction of up to 70 percent in call, chat and/or email inquiries after implementing these systems.
“It should enrich the customer experience, help the customer throughout the interaction and process transactions on behalf of the customer,” Alvarez states.
As we enter 2020, research shows us over 30 percent of all B2B companies will employ artificial intelligence (AI) to augment at least one of their primary sales processes. Furthermore, augmented reality, virtual reality and mixed reality solutions will be adopted by 20 percent of large enterprises as part of their digital transformation strategy.
2. Human Connections
While bots, AI and marketing technology is growing exponentially, it is important for businesses to maintain human interaction and connection with their consumers.
As businesses focus on improving customer experience, it’s imperative for marketers to see the distinction between technology and human experience.
Customer experience refers to a business’s customer strategy to achieve a high level of interaction and engagement. Wait times and accessibility is a prime example of a variable that can be manipulated to ensure customer satisfaction. However, the most crucial point to remember is, human experience can shape a consumer’s feelings in favour of a company or service.
Certain organisations and businesses can sometimes forget that their customers are humans and many companies are rethinking their values, their processes, and their relationships.
It is thought that the call for value-driven companies is all about the millennials, however, Forrester says they’re not the only ones interested.
Customers in general value experience with human connection and patronize brands that promote the values that they believe in. To create human connections, Deloitte Consulting recommends organisations to embrace authenticity and transformational advocacy. Authenticity cannot be faked and can be difficult to convey via phone or online. That is why it requires the entire organisation to embrace the shift towards it.
Transformational advocacy, on the other hand, is a drive within the organisation to create positive change in the world through business. When customers interact with that business, they then enter a narrative where they are contributing or at least feel they are contributing to better the world.
Finally, customer experience is all about understanding your customers and executing your strategy in both an efficient and human way. This is why bots and human experience need to work harmoniously together – so your business can create positive customer experiences through 2020 and beyond
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