A marketing term has turned the marketing industry on its head in the last decade like no other. Customer experience (CX) in the digital age is ever-evolving, and as a result, marketers must be attentive to customer experience trends to stay up. Helping customers and making them happy is of primary importance to almost 55% of businesses. Many businesses are putting customer experience transformation on the forefront of their list of priorities, and any company that doesn’t consider this will be left behind.
Products that provide outstanding digital CX are worth 25% or more above competitors. But a bad CX can cause consumers to move to the competition. Over 33% of customers are willing to change brands due to a single event. As the study predicts, experts anticipate that CX will become even more essential than pricing and product and lead as the dominant differentiator. The stakes have never been more significant. Here are some of the most notable trends in 2021.
Balancing Automation and Human Contact
To save expenses connected with customer service while also speeding up the response time for basic service requests, companies should consider automating as much of their processes as possible. But how do customers feel about this situation? Most companies still require human customer service representatives. Despite advances in technology, customers are still wary of putting their confidence in chatbots.
Only 63 percent of consumers are happy with the service provided by a chatbot, presuming they can contact a human customer care representative if necessary. At this point, humans are still essential to the service element of digital customer experience. They should, however, be utilized in conjunction with chatbots to offer the most outstanding possible client experience. As you scale your company with technology, it’s best to assess the performance and impact of your systems through an advanced digital product experience platform.
Increase of Bots
At first glance, these two user experience trends seem to be in opposition. But this is not the case. Drift isn’t simply a customer service tool. Companies using chatbots can take advantage of marketing and sales opportunities as well. Other services, such as Facebook Messenger, can also include chatbots to react to direct messages sent by customers. With chatbots, users get the benefits of speed and availability.
Artificial intelligence (AI) can process more inquiries than people and can do it almost instantly. These benefits are particularly significant for baby boomers since they are not as tech-savvy as younger generations. Look for companies to employ chatbots to make basic inquiries and manage service requests soon.
Refined Digital Customer Experience
They are looking for highly personalized experiences more than ever, and the proper analysis of big data offers the information required to give people what they want. Customers who have interacted with a business in the past 75% are more likely to buy from it than those who haven’t. Customers’ attributes can segment the marketing campaign to accomplish this. Email marketing and e-commerce websites are primarily responsible for using this technique.
The buyer’s guide found on past purchases of jeans from a clothing store can suggest additional pairs of trousers or even other articles of clothing that can be used in conjunction with the jeans to create a fashionable ensemble. Customization of the modern consumer experience is conceivable like this.
Emphasis on Transparency
Honesty is one of the most urgent customer-related issues in the digital era. Transparency in advertising, pricing, and company procedures can help develop and retain customer confidence. Transparency in customer data collection and usage is a good example. Transparency and honesty in marketing can also be shown.
Customers prefer an authentic message that aligns with a brand’s beliefs. Deception in the modern age is frequently revealed and can erode years of customer trust. Expect more openness, maybe even beyond the GDPR. This is critical since more customer data is gathered virtually than ever.
Not long ago, every company stated that their product or service quality was the key to gaining new consumers. But times change. Now a new success factor has emerged. Today, it’s all about the consumer. In their Annual Digital Trends study, Econsultancy and Adobe asked B2B businesses to choose their most exciting opportunity for the following year. Result?
For the third year in a row, CX trumped content marketing, video marketing, and automation. This is not surprising. The Temkin Group showed that businesses earning $1 billion should expect to earn $700 million more in three years by improving customer satisfaction. The same three-year investment in CX adds $1 billion to SaaS businesses. Yes. Investing in CX efforts can help your company grow from Millions to Billions in 36 months. Excellent customer experience equals more significant sales.