Technique 3 minutes, 27 second read Chris Baldwin, VP of Marketing, Insider
Depending on your industry or the marketing strategies that work for your unique cohort of customers, it is likely that you will have different thoughts to your peers when you see the words ‘customer experience trends’. One thing that everyone can agree on though is that CX has become one of the biggest factors in helping a brand stand apart from the competition.
Here are the top current CX trends you should explore:
1. Deep personalization
Deep personalization is rapidly becoming more widespread with consumers expecting increasing degrees of relevance in every interaction and message they receive.
If you’re not personalizing in a meaningful way today, start by looking at the data you hold on your customers. If you don’t have enough to communicate with relevance then start asking questions. Consumers are often willing to share information in return for an incentive or as part of a gamified experience.
One of the best examples of ‘personalization-done-properly’ is Manchester-based pet retailer yappy.com (see main image), who personalize every part of the customer experience to feature your pet, from product images, to web banners, emails, website navigation, campaign imagery and more.
2. Chatbots assisting customer service
Chatbots have revolutionized the way businesses interact with their customers, with adoption rates averaging 40% since the start of the pandemic. Offloading a proportion of your customer services operations to AI-powered chatbots can help businesses deliver a better, round-the-clock customer service experience, whilst reducing operational costs.
Investing in conversational technologies helps brands to create a self-service CX, delivering the convenience and fast problem solving that customers crave. The result? Faster decision-making, higher brand indexing and an improved NPS.
3. Empower decision-making
While traditional data-collection methods like surveys will continue to help businesses to gauge and understand customer preferences, they don’t rise to meet the varying data demands of businesses today.
Predictive analytics help brands and retailers to quickly and accurately capture unbiased data about customer interactions to predict their future behaviour. Taking advantage of predictive analytics allows CX leaders to meet customers’ needs and build an accurate view of their customers quicker than solely relying on collecting data through surveys alone.
4. Sincere data privacy
2021 has seen a number of legislative and industry changes that affect marketers’ ability to collect and use data – from Apple’s iOS15 updates and the anticipated eradication of Google’s third-party cookies. Customer concerns around the ways businesses process and use their data are continuing to grow. Businesses should be working towards building a first-party and invited personalization strategy.
Most customers are willing to share data if they feel their privacy will be protected and in return for a more personalized customer experience, from relevant product recommendations to timely offers. Setting clear security principles and safeguarding measures will help to earn customer trust and provide a foundation for data collection.
5. Online experiences and subscription models
Ever wondered where Netflix sprang up from? Or who is buying pasta via a subscription service? The pace of change in ecommerce is accelerating at break-neck speed. That’s why commerce professionals need to be constantly exploring how they can revolutionize the way consumers interact and purchase their products and services. The power of offering a unique digital experience and being first to the plate cannot be underestimated.
Subscription services develop a predictable line of recurring revenue through customer retention and garner customer loyalty and lifetime value. Subscription models enable long term sustainability, offer great convenience for customers, and help scale growth by using data gathered to understand customers over time.
6. Better EX for improved CX
It is no secret that the companies with the happiest employees also have the happiest customers, and it has been statistically proven, too. Leaders in every department should look to provide a satisfying and engaging employee experience, keeping wellbeing front of mind. This will go a long way in keeping company morale high – leading to better work, better products, better interactions with customers, and ultimately improved customer experience.