From insight-driven hyper-personalization to GenAI-powered productivity enhancements, 2024 will present brands with an opportunity to make meaningful Customer Experience (CX) improvements.
Customer experience quality has been a priority for many business leaders in the post-COVID-19 landscape, but it’s a task easier said than done. Despite putting more money into CX programs and investing in further opportunities for digital transformation, 2023 saw the second year in a row where overall CX quality saw a decline, with only 6% of brands seeing a notable increase in their ratings.
However, due in part to new technological advancements, as well as the growing acceptance of existing digital transformation efforts by both brands and customers, 2024 is shaping up to be the first time many organizations across the globe will see a positive increase in their CX scores. From generative AI redefining what we think of CX to reliable solutions like omnichannel communications and chatbots reaching their full potential, here are five potential trends to keep in mind when developing your customer experience program for 2024.
GenAI Changes the CX Game
One of the most promising and impactful innovations in recent memory, Generative AI has quickly become one of the most exciting prospects for CX going into 2024, with 42% of brands looking to utilize it to increase CX scores. While it may take time for the true transformative potential of GenAI to be realized and regulations established, it is important for brands to not fall behind in investing in this new tech.
For now, businesses can start with shorter-term CX “wins” through GenAI technology like:
- Simplifying support escalations and transfers by providing agents with auto-generated summaries of calls
- Mapping out optimal customer journeys to ensure fewer gaps in the process
- Quickly generating marketing copy and graphics to allow for more personalized advertising
Additionally, thanks to the power of machine learning, GenAI can also make simple rule-based chatbots in contact centers a thing of the past. Far more versatile than their FAQ-driven predecessors, these advanced chatbots draw from previous interactions to provide detailed solutions free from pre-scripted dialogue in real-time to customers, while also recognizing and taking into account customer intentions and emotions.
By taking advantage of these use cases and more, brands will grow the skills needed to confidently utilize GenAI’s full innovative possibilities when it is ready for wider use in the years to come.
Voice Interaction Continues to Rise
Much like how some consumers like the experience of shopping in-store, being able to vocalize their needs is meaningful to many customers’ journeys. Though brands primarily take advantage of this need through contact centers, customer acceptance of voice assistants like Amazon’s Alexa and Apple’s Siri has opened the door for brands to introduce more voice interaction into their CX programs.
With over half of the global population in 2023 having access to them in some capacity, virtual assistants have the potential to become a popular channel in the customer journey. Although it will require brands to optimize their content to receive the best results, advancements in Natural Language Processing (NLP) have allowed AI assistants to offer far better results than traditional text-based interactions thanks to a greater understanding of regional dialects and languages.
The most intriguing opportunity brands have with virtual assistants in the coming year likely will come from GenAI. Utilizing both NLP and ML, GenAI can create and hold natural flowing conversations with customers in real-time through contextual analysis of the responses and voice tones of the exchange up until that point. Additionally, these advanced voice assistants can even respond in nearly every language as well as convey emotions like happiness or sadness, not only ensuring a quick resolution to customer queries, but also offering a comprehensive support solution largely equal to human agents in contact centers.
Hyper-Personalization Revolutionizes CX
Personalization might not seem novel as it has been a popular buzzword for years, but new advancements in tech have primed this method to evolve into a consistent and reliable approach.
With many industries adopting AI and machine learning (ML) tools to receive insights from the immense amounts of data they receive each day, organizations have tried their best to deliver tailored experiences to their customers in an effort to build long-lasting relationships with them. As the complexity of this technology grows and more data is received, brands have the chance to offer “hyper-personalized” experiences at scale, delivering even more relevant recommendations in real time to customers in an effort to establish an increasingly seamless customer journey. Combined with GenAI’s capability to quickly generate specific visuals and text, brands can also utilize these insights to create dynamic marketing material specific to each customer.
Omnichannel Experiences Become the Standard
Today, customers have many ways to interact with brands, from email, phone, or social media platforms. Ensuring each of these individual touchpoints offers a consistent, interconnected experience via an omnichannel approach is an essential step towards offering greater CX.
Having grown accustomed to the smoother journey these approaches provide, omnichannel experiences will shift from being a nice perk to a baseline requirement that customers expect. For brands, utilizing chatbots, ML, and automated tools will become increasingly necessary to not only offer better experiences through any channel customers choose, but also proactively modify their channels through monitoring consumer sentiment.
Augmented Reality Brings CX Home
While the shift to digital avenues has been accepted by most customers, one of the main shortcomings is that many products and services can’t easily be “tested” before purchasing. In fact, about one in five customers prefer to interact with products first before making a purchase.
Once primarily used in gaming, augmented reality (AR) experiences have become an additional avenue for brands to offer quality CX directly to the comfort of customer’s homes, allowing them to better evaluate products they’re interested in before making a purchase. Despite still leaning niche, the results speak for themselves, with 80% of customers who utilized AR when shopping feeling more confident in their purchases.
AR technology doesn’t just offer CX benefits to the shopping experience either, also providing more immersive training to employees to improve customer interactions, as well as drastically speeding up installation and repair times by allowing customers to be walked through troubleshooting steps via AR functionality on their smartphones.
Head into 2024 with an Experienced CX Partner You Can Trust
CX has been considered to be a game of inches by many experts, and as technology and customer preferences continue to change, 2024 looks to be no different in that regard.
At eClerx, we recognize that CX advancements don’t happen overnight, which is why we offer in-depth CX consulting to clients to target areas that can be improved, as well as offer free trials and demos of our own GenAI and automation products to ensure they come out on top in the new year.