CX should be a top priority!
Customer Experience (CX) is shaping a customer’s journey within an organisation, covering all interactions, both direct and indirect. Organisations that prioritise the emotional needs of their customers in their CX strategies build stronger relationships.
According to Forrester, around 75% of business and technology leaders globally consider customer experience a top priority. Yet, enhancing customer engagement and boosting brand loyalty remains challenging. Here are seven key trends in customer experience that can help business leaders uplift their brands and refine their CX strategies.
Trend 1: Sustainability & Customer Satisfaction:
The New Consumer Demand
The shift towards sustainability is reshaping how businesses approach customer satisfaction, particularly among the new generation of consumers. Sustainability in business is no longer just a value; it’s becoming a necessity for building strong customer relationships, especially with younger consumers like Gen Z and Millennials. To connect with this eco-conscious demographic, brands must integrate sustainability into their identity.
Younger consumers, including Gen Z and Millennials, are 27% more likely to support a brand that demonstrates a genuine concern for its environmental and societal impact. Brands that commit to sustainability and provide high-quality products thanks to sustainable practices are likely to surpass customer expectations.
Reformation, a popular clothing brand, exemplifies how a commitment to sustainability can be a powerful business strategy. Unlike typical e-commerce platforms, Reformation offers a dedicated section for customers to explore their sustainability initiatives. Their clever tagline, “being naked is the #1 most sustainable option. We’re #2,” captures attention while highlighting their commitment. Reformation goes beyond catchy marketing by offering detailed information on their sustainable production processes, material sourcing, product care, and even sustainability reports.Â
Trend 2: Meeting Customer Needs with Omnichannel Customer Experience (CX)
In today’s digital age, a customer’s journey with a brand often spans multiple touchpoints before they decide to engage. Implementing an omnichannel customer experience (CX) strategy allows companies to interact with their customers across various platforms such as social media, streaming services, and e-commerce websites, speeding up the engagement process. Understanding customer behavior on different channels is crucial. For instance, while a brand mention in a podcast might boost awareness, it’s less likely to directly lead to a purchase. Adjusting messages for different platforms and tailoring marketing strategies can create a seamless omnichannel experience, enhancing customer satisfaction.
Disney exemplifies a successful omnichannel strategy. Known for its iconic logo and slogan “The most magical place on earth,” Disney maintains brand consistency across all platforms, from movies and TV ads to in-store experiences. The My Disney Experience tool empowers customers to plan their ideal Disney vacation, showcasing a customer-centric omnichannel approach.
Trend 3: Boosting Customer Retention with Effective Loyalty Programs
Loyalty programs are a proven method to reward customers and increase retention. Statistics show that 79% of customers are more likely to do business with a company that offers a loyalty program. Modern businesses are personalising these programs, introducing tiers to highlight and reward their most loyal customers, thereby enhancing customer loyalty and retention.
Sephora’s Beauty Insider Program is a prime example of an effective loyalty program. Free to join, it categorises shoppers into tiers—Insiders, VIB, and Rouge—based on their annual spending, with each tier offering escalating rewards. From free birthday gifts to exclusive access to new products and discounts, the program incentivises spending while enhancing the customer experience.
Trend 4: Enhancing Customer Accessibility: The Key to Improved Customer Experience
In today’s digital age, customers seek control over their interactions with companies, emphasising the need for accessible information and self-service options.
Leveraging AI-powered chatbots and optimising website search functionality are vital for improving the digital customer experience. Airbnb exemplifies success in this area by prioritising customer accessibility, offering 24/7 support across multiple channels, and fostering trust and inclusion. Businesses aiming to enhance customer loyalty should focus on access to information, comprehensive self-service features, and exceptional support, as these elements are crucial for success in the digital marketplace.
Trend 5: Personalised Customer Experiences With Data & Generative AI: A Game Changer
Today’s competitive market demands creating emotional connections with customers, with hyper-personalisation being a key strategy. Businesses are leveraging CRM systems for predictive analytics, offering highly personalised experiences. Embracing hyper-personalisation, as seen in 42% of AI decision-makers, is crucial. eBay leads with AI innovations like their Shop Bot and a generative AI-powered listing tool, enhancing both seller and shopper experiences. Incorporating generative AI into customer experience strategies gives companies a competitive edge, improving customer engagement and satisfaction.
Trend 6: Leveraging New Technologies for Enhanced Customer Experiences
Artificial intelligence (AI) is transforming business strategies with hyper-personalisation and experiential marketing, crucial for meeting customer expectations in the digital age. A significant 78% of global executives are leveraging generative AI to improve customer and employee experiences, building stronger emotional connections. The integration of technologies like virtual reality (VR) and augmented reality (AR) offers unique opportunities for immersive experiences, exemplified by the IKEA Place app’s innovative use of Apple’s ARKit. This integration not only caters to modern consumer demands but also redefines standards in customer engagement and satisfaction.
Trend 7: Data Privacy for Customers: A Key Trend
In the digital age, up to 50% of consumers are willing to share personal data for a more customised experience, highlighting the importance of hyper-personalisation in business. However, this willingness is accompanied by a crucial demand for data privacy and security. Businesses must transparently communicate their data usage and privacy policies to build trust and ensure customer loyalty. Prioritising data privacy as a core part of the customer journey is essential for companies looking to foster deeper connections and drive satisfaction.
