Gartner has long referred to customer experience as the new “competitive battlefield” for organizations. And that school of thought has only continued to increase in relevance as technology has advanced.
What is Customer Experience?
Customer experience goes beyond customer service. It encapsulates every interaction and perception your target audience has about your company. That experience is shaped by marketing and sales efforts, your website, social platforms, chat bots—anywhere your brand voice is active.
Business leaders are more focused than ever on creating a CX strategy that meets customers where they are, anticipates their challenges, and solves their problems.
We're looking ahead to 2022 and highlighting some of the key CX trends you can expect to see in the coming year. We will also discuss why and how an IT partner like Compugen can help you streamline service delivery across channels while helping you create long-lasting relationships with your customers.
1. Channel Expansion
In the past, most brands relied on one platform to engage with customers. For example, some focused primarily on email newsletters, while others relied on phone calls and in-person meetings or events.
Today, your audience is spending more time on social media and e-commerce sites which has prompted brands to engage with their clients in much more contextual and human ways, through a variety of digital channels.
Your company should determine the platforms that make the most sense for your brand and your audience and optimize them for engagement. Posting helpful content to these channels on a consistent basis and responding to customer questions in real-time can go a long way toward extending your brand footprint in a positive way.
2. AI & Automation
Automating specific tasks can get your customers the information they need, quicker and more efficiently. AI-tools like chat bots allow you to respond faster to frequently asked questions while still maintaining a conversational brand voice.
Many companies are focused now on mastering the balance between human skills and automation technology. We may see businesses adding to their customer care department while simultaneously developing measures to ensure accurate and detailed responses for AI tools. This way, chat bots will serve to better complement and amplify agents’ efforts so conversations feel empathetic and seamless.
3. Data Protection
More systems and entry points logically lead to more threats. Threats can turn into data breaches that compromise customer trust and credibility in your business.
An IT partner who specializes in data security can assess your policies, processes, and systems to identify gaps and areas of vulnerability. Then, develop a mitigation plan before you actually need one. We’ll see companies continue to limit access to authorized users and monitor activity and usage across various platforms.
Digitally-savvy consumers want to understand the business practices and pricing methods from the brands they work with, and prefer self-service options when possible.
Interest in consumer privacy is a key theme we will continue to watch in 2022 with many companies adopting new ways of handling customer data. This not only increases transparency which leads to greater trust; it's also a critical component to remaining data compliant.
A CMP solution can help you manage consent and customize your cookie banners. If you are unsure about the best tools to increase transparency, consult your IT partner—they should be able to help.
Many industries rely on specific systems and digital applications to serve their customers. For example, healthcare institutions allow patients to access their records through EHR platforms, whereas E-commerce brands rely on various payment solutions for secure financial transactions.
Integrating these types of stand-alone business applications into your broader IT infrastructure will help create a seamless experience for your employees that will translate to customer satisfaction. It will also provide greater security provisions than if you were to manage each application on its own.
Designing a customer experience that is easy to understand, access, and navigate is one of the most important things you can do to keep them coming back.
More consumers are relying on mobile devices to work, browse, shop, and interact. Therefore, companies must think mobile-first when developing their websites and digital applications to allow for optimal viewing and interactive experiences.
Making it as easy as possible for your customers to find and interact with you yields increased web traffic, higher engagement rates, more qualified leads, and better sales opportunities.
7. Data-Driven Marketing
Today’s marketers leverage technology and AI to gather as many details and data points about consumers as possible in order to personalize the customer experience in ethical and responsible ways.
Applying data-driven marketing methods allows you to focus on the people most interested in your products and services and deliver content that resonates with them. This is another way to build trust and establish your business as a reliable resource to your audience.
8. Subscription-Based Services
Subscription-based models are an ideal way of proving value to your customer, on their terms. It allows for the freedom to customize options, and change or cancel services as they choose, providing minimal risk to someone who is interested in checking your product out but may not be ready for a long-term commitment.
This model is an effective way of capturing a larger pool of potential customers to market to, while empowering them to scale services up or down based on their goals, needs, and budgets.
Delight Your Customers and Grow Your Business
Improving your customer experience is the best way to increase your market share and boost retention. At Compugen, we provide a host of IT services to help you build and expand your CX strategy in 2022 and beyond.