- In 2024, customer experiences (CX) continue to evolve and stay the primary catalyst for driving the growth of a brand.
- It is crucial for marketing leaders to familiarize themselves with upcoming trends.
With digitalization taking over most customer interaction, delivering a seamless CX has become increasingly crucial for brands. From keeping customers’ data secure to using AI-powered chatbots to engage with prospects 24*7, CX is evolving. Additionally, CX can also lead to high customer satisfaction.
In a report by Forrester, “Customer Engagement Solutions Drive Transformational CX And EX Outcomes,” brands are responding to these expectations by-
In 2024, brands must boost CX budgets and invest in engagement solutions to uphold customer loyalty and drive profit. Customers will make more purchase decisions based on CX and expect fast, personalized, consistent support and attention.
Here are three CX trends brands should watch out for in 2024 and beyond.
1. Maintaining the Balance Between AI, RPA, and Manual Processes
Massively hyped, AI is still relatively new, and over the coming year, more brands will start to understand exactly where it can bring value. For CX, it has endless potential uses- from generating dynamic marketing campaigns to gaining deeper insights into customers by analyzing behavioral data.
As per a report by NTT Data, “2023 Global Customer Experience Report,”
Integrating this tech can help brands reduce costs associated with customer services. But, it is important to understand how the customers feel about automation. Brands want chatbots to respond to some of the FAQs from customers, but some prospects still prefer human touch to respond to their queries. Hence, human customer service is will still be a significant requirement for brands looking to expand their service offerings.
In 2024, brands must continue to invest in AI-led capabilities and RPA to enhance their CX. With RPA and AI automation, brands will witness high success, resulting in improved customer satisfaction, operational efficiency, and productivity. But, it is also essential to have a human touch in customer support to improve the service aspect of their digital CX.
2. The Rise of Sustainable, Security-Centric, and Immersive CX
Customers prefer brands that demonstrate their commitment to sustainability; factoring this into CX will become a priority in 2024.
NTT Data’s report also states-
- 93% of brands require new vendors to adhere to prescribed sustainability credentials.
- 94% are educating their employees about sustainability to ensure their buy-in.
As part of the customer journey, it will be common to see brands offering insights about their environmental footprint. They will also provide insights on what they are doing to offset or mitigate damage in the future. This will help customers to feel reassured that they are making ethical consumer choices.
Furthermore, having customers’ data stolen doesn’t make for great CX. Customers always prefer dealing with brands that make it easy to see how their data is used.
As per a recent report by Twilio Segment, “The State of Personalization 2023,
Lastly, creating compelling experiences that help engage customer attention will continue to be vital to providing memorable experiences. This involves virtual and augmented reality (VR/AR) or experiential marketing activations. Customers want to work with brands that leave them with creative, immersive experiences and great memories.
3. A Boom in Multi-Channel Services and Hyper-Personalization
With customers looking to get in touch with multiple platforms, brands must continue expanding their presence. They must be consistent when communicating with users and opt for the most ideal and effective method.
In 2024, providing reliable and consistent communication across various platforms should be on the top agenda of the brand.
Moreover, hyper-personalization is projected to accelerate in 2024, driven by advances in AI and ML.
Twilio Segment’s report also states that-
- Despite challenging economic headwinds, nearly 69% of business leaders are increasing their investment in personalization.
- More than 9 in 10 businesses (92%) are using AI-driven personalization to drive growth in their business.
- 62% of business leaders cite improved customer retention as a benefit of personalization efforts.
- Over half (56%) of consumers say they will become repeat buyers after a personalized experience, a 7% increase year-over-year.
Also Read: Five B2B Customer Experience (CX) Trends to Watch Out for in 2024
The algorithms analyze vast amounts of data to uncover granular insights and predict needs. Tools like CRM, marketing automation tools, and AI-driven analytics create detailed maps of every customer’s motivations, friction points, and preferences.
Combining customer insights with real-time data allows for personalized content that connects with customers on a personal level.
When done right, each customer feels understood. Ultimately, an impactful customer journey must align with the dynamically changing needs to boost customer engagement and CX.
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