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Looking Toward 2024: Strategies Shaping Customer Experience
Delivering exceptional experiences that not only meet but exceed the dynamic expectations of consumers.
by Execs In The Know
In recent years, an undeniable and unwavering facet has defined the customer experience (CX) landscape: change. How we work, live, and consume have all been radically transformed and, as a result, organizations have witnessed dramatic shifts in consumer expectations.
As we approach 2024, organizations find themselves at a pivotal juncture where technology and consumer insights converge to redefine customer engagement and retention. The journey ahead is guided by data, innovation, and the unwavering pursuit of delivering exceptional experiences that not only meet but exceed the dynamic expectations of consumers.
According to our 2023 CX Leaders Trends and Insight Consumer Edition report, there is a palpable sense of progress, with 26 percent of respondents acknowledging that companies are indeed getting better at providing good customer care, a 15-point year-over-year improvement.
As we delve into the strategies shaping customer experience in the coming year, let us embark on this transformative journey together, poised to embrace the challenges and opportunities that lie ahead.
Reengineering the Customer Journey
Reengineering the customer journey is not just a strategy; it’s necessary for businesses striving to thrive in a digitally driven world. The traditional linear path from awareness to purchase has evolved into a dynamic, multi-dimensional experience where customers demand personalized interactions at every touchpoint.
Successful CX now hinges on leveraging cutting-edge technologies like AI and machine learning to anticipate customer needs and preferences. This proactive approach enables businesses to not only meet but exceed customer expectations, creating a more profound emotional connection. In this customer-centric landscape, businesses are harnessing data-driven insights to identify pain points, streamline processes, and provide seamless, omnichannel experiences that make each customer feel truly valued.
In this re-engineered customer journey, businesses are also focusing on sustainability and ethics, aligning their values with those of socially conscious consumers. Transparency and eco-conscious initiatives are becoming integral elements of the CX, fostering trust and loyalty. Moreover, businesses are recognizing the importance of post-purchase engagement, nurturing long-term relationships through personalized post-sale support, loyalty programs, and feedback loops. In the year ahead, reengineering the customer journey is about embracing change, adapting to evolving customer expectations and, ultimately, building stronger, more resilient brands that thrive in the digital era.
“We have a strategic initiative around CX, which we began implementing this year. We’ve invested in a CX solution to help us better track and respond to customer health indicators, and we’ve staffed a team dedicated to executing our CX roadmap. The goal of the CX team is to help us move from reactive to proactive in how we engage with customers. We are reengineering our entire customer journey with a focus on reducing customer effort across all touchpoints. It’s a three-year plan which is on track as of now, and which I’m confident will help us not only maintain our industry-leading NPS and retention scores but will take us to the next level,” says Jennifer Lee, President and Chief Operating Officer at Intradiem.
Integrated Omnichannel
Empowering your customers to connect with your brand effortlessly is essential, no matter the medium, device, or location. The message, whether email, push notification, or some other channel, is at the heart of any journey. Imagine a world where your customers receive a personalized, hassle-free, and consistent experience at every step of their journey.
With integrated omnichannel, support channels are seamlessly woven together in terms of data and experience. The result? An intelligent, efficient, and low-effort outcome for your valued customers. The aim is clear: to deliver unparalleled customer experiences that foster unwavering loyalty and fuel top-line growth.
A carefully crafted omnichannel strategy reaps numerous rewards for your customers and your company alike.
Here are just a few of those rewards.
Elevate CX
Navigating through a multitude of company touchpoints can be overwhelming. Eliminating the barriers between siloed support channels ensures a consistently smooth and hassle-free journey for your customers.
Foster Customer Loyalty
Loyalty flourishes when customers encounter a personalized, effortless journey bolstered by empowered agents armed with cutting-edge technology.
Boost Operational Efficiency
Omnichannel provides real-time visibility, enhancing your customer experience processes while simultaneously optimizing metrics and minimizing redundant efforts across various channels.
Drive Innovation
With cloud-enabled omnichannel solutions, there are no boundaries. Easily integrate emerging support channels like video, chatbots, and more into your customer care environment, ushering in a new era of innovation.
“Customer care is very important for Michael Kors, as we want to provide the best possible service and experience for our customers,” explains Ebrahim Hyder, Vice President of Customer Service at Michael Kors. “Here are some ways that we are fitting customer care into the roadmap for the year ahead. We’ve just recently launched Tier 2 level support across all contact channels. We can now provide customers with complex questions or inquiries with real-time support. Initial results have been very positive, with T2 CSRs getting higher CSAT ratings. Additionally, we’ve seen a decrease in executive escalations and complaints. We are also looking into Agent-Assist technology that will help us provide a consistent service experience to all our customers, increase CSR speed-to-proficiency, reduce costs, and automate manual and time-consuming frontline tasks.”
AI and Hyper-Personalization Will Continue Transforming Customer Care
Hyper-personalization represents the pinnacle of brand marketing, enabling precise tailoring to individual customers. Achieved through the utilization of data, analytics, AI, and automation, it allows for the creation of bespoke, laser-focused experiences.
In our 2023 CX Leaders Trends and Insights Consumer Edition report, a significant percentage of consumers (36%) either ”Strongly Agree” or “Agree” that AI-powered solutions are destined to be a beneficial part of interacting with customer care in the future.
With hyper-personalization, companies can deliver context-rich communications directly to specific customers at precisely the right moment and through their preferred channels. Hyper-personalized strategies offer organizations unique opportunities in today’s fiercely competitive digital marketing landscape. They can deeply engage existing customers, forge new relationships, and elevate the overall customer experience.
With the wealth of customer data at their disposal, companies can create customized encounters, ranging from personalized product recommendations to tailor-made marketing communications and one-on-one customer service interactions. Given the growing concerns about data privacy, the challenge is to strike the right balance between personalization and safeguarding customer privacy.
Enterprises will begin leveraging data-driven insights to offer personalized recommendations and exclusive deals based on customers’ past interactions. The integration of artificial intelligence and machine learning will empower businesses to deliver hyper-personalized experiences, boosting customer satisfaction and fostering long-term loyalty.
The implementation of such strategies not only enhances customer satisfaction but fosters brand loyalty, boosts willingness to spend, and elevates overall marketing effectiveness. AI-driven chatbots and automated messaging solutions will surge, significantly improving the efficiency of customer service operations. Machine learning will refine these interactions, delivering more personalized and effective customer experiences.
“Undoubtedly, AI will enable brands to deliver personalized and relevant customer experiences across different channels and touchpoints,” adds Hyder. “Using machine learning, AI can analyze customer data and preferences and provide tailored product recommendations, content, and promotions. At Michael Kors, we’re embarking on the AI journey by automating repetitive and mundane tasks, providing faster and more accurate responses, and delivering a consistent customer experience across all channels.”
Proactive Customer Engagement
Proactive customer engagement is all about staying one step ahead of your customers’ needs, establishing trust, and nurturing long-term relationships. Trust in businesses is on the decline. According to the State of Consumer Data Privacy Survey, only 21 percent of consumers trust global brands to safeguard their personal information. This lack of trust is hardly surprising, given the prevalence of data breaches, spam, and privacy concerns.
To regain and solidify customer trust, companies are shifting from a reactive approach to a proactive one when it comes to customer care. Proactive customer service is not just a nice-to-have; it’s an essential element of business success.
“With proactive communication through AI, in the near future, we’ll be able to determine when products should be delivered, and if we don’t have signals concerning that delivery, we can make a connection by sending exception communications proactively to alert the customer. In addition, through AI, we’ll be able to identify “escalation tipping points” where we can proactively reach out to our customer to ensure that we provide the proper amount of support to help them feel their project is progressing,” explains Craig Sultan, Director, Product Management, Contact Center Capabilities at The Home Depot.
Proactive customer service involves identifying and addressing customers’ needs or problems before they realize it or feel compelled to seek help. Some examples of proactive support include promptly notifying customers of any errors or issues (shipping delays or service interruptions), introducing customers to new products or services tailored to their preferences, or identifying opportunities to enhance a customer’s experience, like upgrading their airline seat based on their frequent flyer status.
The significance of embracing proactive customer service cannot be overstated. It’s a linchpin in crafting positive customer experiences. A few benefits include but are not limited to stronger customer loyalty, increased sales, reduced pressure on support agents, and higher customer satisfaction.
“I anticipate connections evolving from the reactive – break/fix in assisted support to a proactive conversation about how customers can achieve more with the products/services and unlock the fullest extent of the capabilities,” says Peter Mallot, Worldwide Support Leader for Modern Life and Business Programs at Microsoft. “This includes proactive security measures, such as suggestions for account security (proofs/two-factor authentication), staying current on patches and updates, and proactive notification of payment instrument issues such as dunning, expiration, or potential fraud. Strategies to leverage to achieve this are anchored in the ‘know me’ scenarios where we can better understand the customer’s assets and relationship with our company, as well as determine intent and maximize value. The more we know about the customer, the better we can provide knowledge and support to them.”
The Rise of Voice Interaction
Like Amazon’s Alexa and Google Assistant, voice-based interfaces are not confined to homes. Customers will increasingly interact with businesses using voice commands, from placing orders to seeking assistance.
This shift requires substantial investments in voice-enabled technologies and optimizing content for voice-driven searches. It also demands a reimagining of how businesses approach customer interactions, with a focus on elevating voice-based experiences over traditional text-based ones.
Next year, we can expect businesses to expand their customer service representatives roster to meet voice assistance technology’s demands. The synergy between AI-driven voice tech and human customer service agents will result in even more convenient and personalized customer experiences.
Corporate Social Responsibility
Organizations are confronted with a significant dilemma: achieving growth and profitability while upholding their commitment to global responsibility. Numerous studies by reputable organizations underscore consumers’ strong concern for sustainability and ethical choices. However, bridging the divide between these intentions and their day-to-day actions continues to pose a formidable challenge.
Brands have dedicated substantial efforts to persuading consumers of their responsibility and trustworthiness, emphasizing ESG initiatives and corporate responsibility endeavors. Nevertheless, it ultimately falls upon consumers and their spending power to determine what qualifies as a responsible choice.
In 2024, sustainability will continue to play a pivotal role in customer choices. Businesses committed to sustainability, offering eco-friendly products and responsible practices, will set themselves apart and resonate with customers seeking to make environmentally conscious choices.
It’s not just a trend; it’s a means of differentiation and positive change in the world.
“We want to create a positive and memorable customer experience and build long-term relationships along the way. Customers are more aware and conscious of their purchases’ social and environmental impact, and they expect brands to share their values and take action on the issues that matter to them. At Michael Kors, we’ve been demonstrating corporate social responsibility with many initiatives and programs. Our website has a dedicated section for purchasing used Michael Kors products using a circular economy model. Another pillar in our commitment to sustainability is our newly launched resale marketplace, where KORS VIP customers can sell items they no longer use, and anyone can find coveted Michael Kors styles from past seasons. Keeping these pieces in circulation extends their lifecycle and helps reduce waste. We’ve recently updated our order management system, allowing us to offer a more elevated level of customer service. Some tools at our disposal enable our CSRs to do real-time price matching, fix order errors during a remorse period, and offer customers multiple ways to return an item based on preference,” adds Hyder.
Meeting the Dynamic Expectations of Customers
As we stand on the brink of 2024, the CX landscape is undergoing a profound transformation. Technology, data, and evolving consumer expectations are reshaping how organizations engage with their customers.
Reengineering the customer journey, embracing integrated omnichannel approaches, harnessing the power of AI and hyper-personalization, adopting proactive customer engagement, and recognizing the importance of voice interaction and corporate social responsibility all play pivotal roles in this journey.
These strategies are not isolated initiatives, but interconnected threads that together form a tapestry of customer-centricity. The compass guiding customer experience points not only to excellence, but to a higher purpose — a purpose that reflects the changing tides of our times and the evolving expectations of the customers who shape them.
UPCOMING EVENT
If this topic is of interest, join us in Tucson for Customer Response Summit (CRS) on March 12-15, 2024. Designed for CX leaders by CX leaders, CRS is focused on the theme of “Defining What Matters.”
The event aims to foster a sense of community and collaboration in Workshops, Tech Forums, interactive sessions, and lively leadership Panel Discussions, all tailored to address the challenges and opportunities in today’s ever-changing CX landscape.
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