Customer Experience In 2020 – Future Proof Your Business For The Modern Customer

by | Nov 28, 2016 | Customer Experience

The current era is frequently dubbed the “age of the customer,” as digital transformation has made it easier than ever for new players to enter markets and compete with established brands. In this hyper-competitive environment, customer experience (CX) is no longer just a component of business strategy; it’s a fundamental pillar. The rapid evolution of customer expectations means businesses must continuously innovate or risk falling behind. To thrive, brands need to understand how CX is evolving and what modern customers will expect.

In 2020, The Customer Will Be Informed and More In Charge

With the explosion of information available at their fingertips, customers are empowered to make informed decisions quickly. Today’s buyers have become accustomed to using the internet to compare prices, read reviews, and educate themselves before making a purchase. In fact, the average customer journey now includes a variety of digital touchpoints, such as social media, review sites, and online communities.

This access to information has shifted the power dynamic. Brands are no longer in control of the narrative—customers are. Therefore, CX in 2020 and beyond must be about more than just meeting basic needs; it’s about providing a personalized and satisfying experience that exceeds customer expectations.

Consider how companies like Amazon and Netflix have set new standards for personalization, using data to predict what customers want and delivering it proactively. Customers now expect similar levels of personalization from all brands they engage with.

Actionable Tips:

  1. Leverage Data for Personalization: Gather insights on customer preferences and behavior through data analytics to personalize interactions at every touchpoint.
  2. Offer Omnichannel Support: Ensure seamless communication across various platforms—phone, email, social media, and in-app chat—so customers can connect through their preferred channel.
  3. Respond Swiftly: Speed is crucial. Equip customer service teams with tools to address issues quickly and efficiently, ensuring faster resolution times.

Only Adaptable Companies Will Survive

PlanAs we approach 2020, adaptability is becoming essential for survival. Static models of customer experience no longer suffice in an age when customer expectations shift with every technological breakthrough. Those who can’t adapt will struggle to retain relevance and customer loyalty.

The companies of the future are those that are nimble and can embrace change rapidly. This adaptability often comes down to a company’s culture and willingness to innovate. In the case of CX, this means welcoming technologies such as artificial intelligence (AI), machine learning, and big data analytics to create more personalized and efficient customer interactions. Brands that learn to leverage these tools will not only stay relevant but will also deliver the superior experiences customers demand.

For instance, using AI-driven chatbots to provide round-the-clock assistance can enhance customer satisfaction by addressing inquiries in real-time. Meanwhile, predictive analytics can help companies anticipate customer needs and prepare solutions before issues arise. By mastering data and customer intelligence, brands can gain a competitive edge, ensuring they’re meeting needs effectively.

Actionable Tips:

  1. Embrace AI and Automation: Use AI tools to handle repetitive inquiries, leaving human agents to focus on complex issues.
  2. Invest in Big Data and Predictive Analytics: Big data is essential for understanding patterns in customer behavior. Predictive analytics can guide you on what customers will need next, allowing for a more proactive CX.
  3. Encourage a Culture of Adaptability: Foster a workplace culture that embraces change. Encourage teams to adopt new tools, streamline processes, and continuously learn.

Personalized Customer Support Will Become Essential

Gone are the days when generic, one-size-fits-all responses were acceptable. Customers expect brands to understand their unique needs and respond with tailored solutions. This trend will only intensify as technology continues to personalize every aspect of our lives, from social media feeds to shopping experiences.

One notable shift is the movement toward real-time, personalized customer support. Imagine a world where customer support representatives can instantly access a customer’s purchase history, preferences, and previous interactions, allowing them to offer fast, personalized solutions. Such seamless, tailored support is increasingly becoming a core expectation, and companies that don’t deliver risk being left behind.

Brands like Zappos have mastered the art of personal customer support, empowering their teams to go above and beyond to make customers happy. For instance, Zappos customer service agents are trained to spend extra time with customers if needed, creating a positive and memorable experience. This level of personalization can create lasting loyalty and turn customers into brand advocates.

Actionable Tips:

  1. Empower Support Teams with Data Access: Equip customer service agents with the data they need to understand each customer’s history and preferences.
  2. Invest in Training for Empathy and Personalization: Train agents to listen actively, show empathy, and adapt responses to each customer’s unique needs.
  3. Integrate CRM Systems: Customer Relationship Management (CRM) systems provide valuable insights that allow support teams to offer more personalized and effective solutions.

Savvy Companies Are Future-Proofing for CX Changes

Social mediaMany forward-thinking companies are already taking steps to future-proof their customer experience by preparing for upcoming shifts in customer expectations and needs. Some companies are creating roles specifically focused on CX strategy. For example, “core customer strategists” are emerging in larger organizations, tasked with aligning every aspect of the business with the customer’s journey.

The ability to anticipate and proactively respond to CX trends is what separates market leaders from followers. Brands that are future-proofing for CX shifts prioritize continuous learning and invest in metrics that gauge the effectiveness of their CX initiatives. This proactive approach not only enhances the customer experience but also makes the organization more resilient to market disruptions.

By understanding and planning for future customer needs, companies can maintain a competitive edge. For example, Nike has invested in a digital transformation strategy that incorporates data-driven customer insights, personalized products, and a seamless shopping experience across digital and physical platforms. This approach has helped Nike remain a top player in a competitive market.

Actionable Tips:

  1. Create Dedicated CX Roles: Consider establishing roles focused exclusively on customer experience strategy to ensure alignment across teams.
  2. Focus on Continuous Improvement: Regularly review and refine CX processes. Use customer feedback and CX metrics to gauge effectiveness and make improvements.
  3. Prepare for Skills Evolution: Invest in training for emerging skills in data analytics, AI, and digital marketing, as these will be crucial in shaping the customer experience of the future.

The Skills for CX Success in 2020 and Beyond

As the nature of customer experience evolves, so too will the skills required for success in the field. With CX becoming more data-driven, skills in analytics, technology, and empathy will be more essential than ever. Professionals working in CX will need to master a blend of technical know-how and interpersonal skills to succeed.

Some of the emerging skills include:

  • Data Literacy: The ability to interpret and leverage data to improve CX strategies.
  • Digital Fluency: Familiarity with tools like AI, CRM, and automation platforms.
  • Empathy and Emotional Intelligence: Understanding and responding to customer emotions will remain key to building strong connections.

In addition, CX professionals will need to stay adaptable, as the tools and techniques in the field continue to evolve. By upskilling their teams, companies can ensure they’re equipped to meet the needs of tomorrow’s customer.

Actionable Tips:

  1. Prioritize Training in Data and Analytics: Equip your teams with the analytical skills to interpret data and apply insights to improve CX.
  2. Invest in Emotional Intelligence Training: Empathy training can enhance your team’s ability to connect with customers and build trust.
  3. Encourage Cross-Functional Collaboration: Collaboration between CX, marketing, and IT can foster a more holistic approach to customer experience.

Final Thoughts

As we move into a new era of customer experience, future-proofing your business means being adaptable, data-savvy, and customer-centric. The brands that excel will be those that anticipate customer needs, respond with agility, and offer seamless, personalized interactions. By taking steps now to understand the customer of 2020 and beyond, your business can position itself as a market leader, creating customer loyalty and lasting success.

If you want to stay ahead in this new age of CX, reach out to Interact today. We can help you develop a robust CX strategy that not only meets modern customer expectations but also adapts to future changes in the market.

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