Top 5 Customer Experience Trends and Technologies Worth Following

The way customers are treated could make or break a business. That is why it is crucial to remember that customers are motivated by emotions, while businesses are fueled by profit. Therefore, to make things work for a business, that business needs to work on its customer interactions.

Companies are aware that the way customers are treated has an impact on their loyalty and the way clients view a brand. However, the current customer experience (CX) environment is anything but easy. Even little mistakes can impact customers' behavior in a negative way, so they may lose patience and eventually decide to purchase goods or services from a competitor. At the same time, today’s clientele wants seamless and customized interactions with businesses at every point of contact, and a company’s success can be determined by fulfilling and surpassing customers’ expectations.

As businesses continue to engage in CX, they should keep up with the most recent technological developments and make use of them to enhance the consumer journey. Considering this fact, we have compiled a list of trends that companies should take into consideration when working on improving their CX.

1. Personalization of customer experience

Customers expect businesses to understand who they are, what they want, and the way they like to communicate. The term "personalization" involves the use of data analysis to provide customers with personalized messages and deals to keep them engaged. This could be the advertisements seen online shortly after viewing a seller's Instagram page, for instance.

The data was provided by McKinsey & Company

To make use of personalized communication, first of all, companies need to understand the journey of their clients and the obstacles they may face when placing an order. The organization should then set up a system for gathering and analyzing customer feedback and then use the information collected to adjust its services according to customers’ preferences and behaviors.

2. Solving CX staff shortage issue with Virtual Assistants

More and more companies nowadays have trouble filling critical positions that enable them to assist clients and meet their expectations. A CX plan may come to a complete halt if the necessary staff are not available when they are needed most. This, in turn, will deprive clients of the assistance and connection they expect.

Companies can close the skill gap by taking advantage of the knowledge and support of a virtual assistant, given that these assistants are able to undertake a wide variety of duties.

3. Omnichannel experiences

There are various channels that customers can use to get in touch with companies. These include the company’s website, various social networks, email, phone, chat, and offline contact, which is why it is important for a business to be present everywhere it possibly can.

This is backed by data that shows that client purchase frequency is 250% greater on omnichannel compared to when a business makes use of just one channel.

In addition, the purchase and engagement rates are both higher for companies with three or four channels than those using a single one.

Considering the fact that customers often use their smartphones to access online stores and various online services, it is important that businesses are also responsive and mobile-friendly.

At the same time, it is important to consider offline marketing channels since these are still popular among many consumers. This includes print and direct mail, local events, and trade exhibitions. In the United States alone, offline marketing spending increased by 7.6% in 2021, and by the late 2020s, it is expected to continue its impressive growth to about US$420 billion.

4. Phygital - the merger of physical and digital experiences

Customers today seek a smooth transition between physical and digital channels, with a larger number of people now being familiar with phygital encounters because, for example, they have learned to use QR codes in cafés and shops. With this in mind, companies should strive to make these experiences more engaging and seamless across all channels. They should also consider embracing augmented and virtual reality (AR/VR) technologies, although some already do.

• Amazon customers have the ability to see how particular items, such as shoes, and clothes, might appear in their house prior to purchasing. This became possible with the help of assistants such as Room Decorator and AR View.
• Scientists are already employing AR technology in healthcare. In the video below, the AR technology used during spinal implant surgery makes it possible for surgeons to "observe" the patient's spine in 3D which simplifies the intervention process and makes it quicker, and safer.
• Google's Arts & Culture application employs AR to help users explore well-known locations like the Guggenheim Museum in Bilbao or the Palace of Versailles. With this technology, people are able to observe various sites from the comfort of their homes or use this to plan their trips.

5. Using voice technology

Siri from Apple, Alexa from Amazon, Google Assistant, and Microsoft’s Cortana are voice-activated virtual assistants that have shaped how people engage with technology and influenced our purchasing decisions, becoming crucial tools in our daily lives.

Voice technology has the ability to distinguish between different voices, understand likes and dislikes, and deliver customized solutions.

• Many gadgets are now capable of carrying out sophisticated tasks such as operating smart home systems or delivering real-time traffic information, demonstrating the versatility of voice technology beyond simple requests.

At the same time, despite all of the advantages, voice technology does not come without its drawbacks. Some people are concerned about privacy issues, being cautious about gadgets that are constantly listening to their conversations. Customers may currently express frustration arising from misunderstandings or mistakes, but voice recognition technology will undoubtedly improve with time.

Final word:

Today's educated consumers expect highly customized interactions with businesses, whether these take place online or offline. As a result, companies need to develop a wide range of platforms and channels to enable a seamless customer experience.

Enterprises must make use of cutting-edge technologies such as augmented reality (AR), virtual reality (VR), and voice recognition technology, among others, in order to retain their current customer base and attract new clients. With this in mind, following the most recent developments in CX trends becomes of utmost importance.