CX trends and how to make the most of them
Jennifer Zhang
CEO & Co-Founder
The customer experience space is changing rapidly. As new technologies emerge, customer behaviours shift – but sometimes not in the way businesses expect. Here are the top CX trends identified by Gartner research, and how brands can leverage these changes.
Proactive service prompts more engagement, not less
Outbound customer engagement is on the rise, and rightly so. In a world that competes for audience attention, proactive service helps keep brands top of mind. Gartner predicts that proactive customer engagement interactions will surpass reactive customer engagement interactions by as early as 2025.
Interestingly, customers continued to engage with a brand after proactive interactions. The nature of the additional interactions are also interesting to note – instead of opting to use self-service channels, customers gravitated towards assisted digital or voice channels after the initial outreach.
In general, proactive service improved customer satisfaction (CSAT) ratings. Brands can ride on this trend and build greater customer loyalty by designing smart proactive service.
How to capitalize on this trend
Now is a good time to revisit customer journey maps and update them based on gathered data. Try creating new prompts that push a customer further down the funnel or along the journey. Prompts to finish incomplete applications – say, for loans or credit cards – is a simple example. WIZ Talkbots have been deployed for this type of use case, helping customers complete application forms through assisted channels. The proactive service can start as a follow-up call regarding the open application, then continue with tips or guidance on how to complete more complex fields.Customers fall back on familiar channels, even when resolution is slower
Humans are creatures of habit; customers tend to rely on previously used channels to resolve issues or raise concerns. Even when new, more efficient channels are presented, customers go back to the old methods. This is because customers underestimate the time it takes to resolve their case. Many times, this results in abandoned self-service operations.
32% of customers actively engage in a customer service phone call for more than 10 minutes
75% of customers who use the phone report the interaction taking longer than expected.
How to capitalize on this trend
To avoid abandoned calls or self-service tasks, brands can use AI to guide customers through self-service. This starts from the first point of interaction, which can be the company landing page. AI-powered interactions can then move customers down the funnel based on the steps taken, be it answers to FAQs or guided scripts for common transactions. Brands can make the most of previously collected interaction data to design scripts that address the most common queries. Over time, as more data is collected, businesses can refine scripts and update customer journeys.
Customers don’t mind switching channels to resolve issues if the experience is seamless
Omni-channel engagement is becoming more and more important in customer experience. All customer touchpoints now need to be interconnected and integrated so that handoffs become seamless and easy for customers. Success in omni-channel engagement hinges on customers expending the least amount of effort when moving from one channel to another. Then there is the issue of consistency – customers expect that each channel will have access to their data and history from the previous channel. Maintaining consistent experiences across channels will become the test of great customer engagement.
How to capitalize on this trend
Brands must ensure that data from one channel is completely transferrable to another, and that customer interactions are carefully interlinked. Customer histories and profiles should be kept updated, no matter which touchpoint was last used. Language and tone must also be kept consistent across all channels, to make customers feel that they’re only talking to one person or entity. Having a centralized omni-channel platform will help keep things sychronized and seamless.
“Value enhancing” service experiences drive retention and growth
Great service experiences only help to avoid attrition; good service has become the minimum expectation. To improve customer loyalty, service experiences should help customers get more value out of their purchase or subscription. A product or service is the reason why customers patronize a brand in the first place. Value enhancing services could come in the form of tips or guides, or even short testimonials on how other users are maximizing the product or service.
When customers experience a value-enhancing service experience, they have:
82% probability of being retained
86% probability of spending more money
97% probability of sharing positive word of mouth
How to capitalize on this trend
Understand how customers use your product or service, and help them get more out of it. This could be another area where proactive service comes into play. Quick prompts on how things have been so far can lead to a series of how-to articles or videos that guide users into a richer product or service experience. Value enhancing service can also bring about opportunities to upsell, once the desire for greater value has been established.
