Marketers are facing a landscape disrupted by a pandemic, with new and hybrid business models, and digital privacy updates that have brought sweeping changes to the industry. In the face of so much turbulence, there will certainly be some new things to look forward to this year.
In the pandemic struck world, CMOs were forced to use, change and adapt to existing technologies and business processes, faster than ever in the past. Furthermore, leadership realized that long-term strategic plans had to be put aside and replaced with in-the-moment decisions to keep up with the challenging business environment.
With that in mind, here are few predictions and trends for this year.
Customers are smarter than ever
Customers acquire greater awareness about better customer service and CX. They are being trained by companies like Amazon, Target, Walmart and other iconic brands that tend to get the customer experience right. It doesn’t matter what type of business it is, the customers no longer compare it only to the competition. The standard is now set to the best service they have ever received from any brand.
Also Read: Customer Experience Trends CMOs Need To Harness
B2C expectations are starting to become B2B expectations
Customers in the B2B world are now starting to expect the same levels of service and customer experience that they receive from their favourite brands. For customers, now the level of customer experience is not confined to just one industry, they compare it to all the services they have received across all verticals.
Convenience is a competitive expectation
Convenience Revolution is when creating a convenience experience is a differentiator that disrupted competition and even entire industries. The pandemic accelerated the adoption of the convenience factor, as companies increased options including delivery, improved self-service solutions and better use of technology. The company that is easier to do business with will win.
Also Read: Top Four Marketing Software Trends to Watch in 2022
Self-service options are increasingly important
The pandemic has changed the conventional strategies and processes in a lot of ways, and one such change is that consumers who need help now turn to a digital self-service solution over traditional phone support. Companies must understand that customers want quick answers to their problems and questions, and are willing to forgo traditional phone support if there is a convenient solution. That percentage will grow, especially as forward-thinking companies provide easier, more intuitive digital help.
Conversational AI continues to improve
Today, some of the more advanced conversational AI solutions are becoming so good that, in some cases, they are almost indistinguishable from human-to-human interaction. The reason it is a 2022 trend is its cost effectiveness. Conversational AI applications are now within reach of smaller businesses. So not only will conversational AI improve, it will be more commonplace, over this year and beyond.
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