Going into 2022, customer experience is (or should be!) at the top of every CMO’s priority list. As businesses and their marketing leaders struggle to cope with a worldwide pandemic, recruiting and retaining loyal customers is more crucial than ever but only by properly understanding what they require.
Improving customer experience (CX) – a phrase that encompasses everything from service quality to how well products integrate into customers’ lives will be a major focus for organizations in 2022. Brands will build on their triumphs (and learn from their failures) throughout the coming year, employing technology-driven solutions to the challenges of deepening connections and relationships with their customers.
Rather than waiting for things to get back to normal, brands must shift their mentality and use these important trends to help them improve their offerings.
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‘Digital inconvenient’ should be avoided
One of the most significant effects of the COVID-19 pandemic has been a larger move toward internet shopping. As a result, people are beginning to expect more from brands when they shop online. Businesses are now experiencing a real intolerance for the digital inconvenience, and businesses that provided a complex, slow, or annoying experience soon lost favor. This policy of “zero tolerance” is not going away. The customer experience is like a work of art that hasn’t been completed. Businesses are constantly striving to achieve ideal convenience, but the reality is that it will never be fully realized.
According to a PwC survey, “Future of CX”, even when individuals adore a company or product, 59% will leave after numerous negative experiences, and 17% will leave after just one terrible experience in the United States. As a result, marketers must ‘love’ their frustrated customers. Just because brands do not always receive negative feedback, doesn’t imply that their customers are 100% happy. Therefore, brands need to shift their mindset to actively seek out disgruntled buyers to better understand them, learn from any mistakes, and invest in improving their experience.
‘Artificial Serendipity’ should be encouraged
The marketing team’s job has been to make it as easy as possible for customers to find products and services for as long as it has been a profession. Customers currently have access to a wealth of product information thanks to data-driven marketing. Companies have poured so much time, money, and effort into organizing customer experiences that it almost feels as though the magic of discovering something unexpected has disappeared.
‘Artificial serendipity’ is now being created by brands. It is, for example, fueling the success of many subscription boxes, since customers enjoy being introduced to new products. In 2022, brands that understand how to inspire serendipity will have an opportunity to distinguish out.
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‘Everything-as-a-Service’
Looking beyond the typical ‘customer journey’ to discover how companies can add more value in the ‘life journey’ of that specific consumer is a critical area for brands to establish a deeper feeling of loyalty and traction in people’s lives.
Every individual has their own set of goals, dreams, concerns, and ideals. In order to develop a deeper emotional relationship, brands should consider how their products or services may assist customers to remove bad energy and produce positive energy in their life.
As the “Everything-as-a-Service” movement continues to redefine the interaction between customers and brands in 2022, one of the primary causes driving this is the ever-growing amount of data provided by the internet of things.
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