Article

Anastasia Grishina
Anastasia Grishina 13 June 2022

5 Customer Experience Trends to Watch For in 2022

Customer experience has become a decisive factor in choosing between available products and their alternatives and companies are well aware of that. Therefore, marketers have to find new and unconventional ways to improve their customer experience. Below, we will have a look at the biggest customer experience trends for 2022 that can bring a competitive edge to your business and get customers talking about your brand.

Artificial Intelligence

Even though Artificial Intelligence is not a new trend, it will continue to be in the list of dominating technologies for delivering exceptional customer experiences. Not only does AI help collect and customer data (we’ll talk about it in more detail below), but it also helps significantly improve your current customer services by bringing automation and efficiency to them.

And don’t forget that AI helps provide highly relevant content in full accordance with customer needs and interests by analyzing online user behavior.

Omnichannel Customer Experience

Omni-channel customer experience is high on brands' 2022 agenda. In a nutshell, omni-channel customer experience is about providing a seamless customer experience across multiple channels, such as social media, SMS, chatbots, by integrating all channels into a single system and allowing customers to pick up from where they left at any time and at any point.

According to Invesp, companies with omnichannel customer experiences retain an average of 89% of their customers, compared to a 33% customer retention rate for companies with weak omnichannel support. As for the benefits of omni-channel approach, they are:

  • Broader reach: Omnichannel customer experience allows engaging broader audience via those platforms that are the most convenient for them.
  • Increased revenue: Since customers will be able to easily continue their activity and interact with your products or services at any time, this will lead to an increased number of completed conversions and sales.
  • Increased customer satisfaction: Seamless and holistic customer experience offered by an omnichannel approach greatly contributes to customer satisfaction.

Hyper-Personalization 

We all understand the importance of personalization and how modern customers crave it. However, a new form of personalization emerged and it looks like the next big thing for your CX strategy. We are talking about hyper-personalization.

The main difference between personalization and hyper-personalization is that the latter uses more sophisticated data to analyze users and deliver more accurate insights on one’s online behavior and preferences. Hyper-personalization uses such data as one’s browsing history, time of activity, and real-time behavioral data - all to bring an ultimate personalized experience to each individual customer.

It is important to mention though that hyper-personalization implies a company should have a really robust cybersecurity strategy in action. Since hyper-personalization is all about collecting and processing massive amounts of sensitive data, it is vital to protect it from possible internal and external threats. Otherwise, in a case of a data breach or leak, a company may face huge financial losses as well as loss of customers’ trust.

Automation for Both Customers and Employees

Automation is nothing new and chatbots discussed above are a great example. However, in 2022 automation for customer experience is expected to take a new turn as it will be adopted for internal processes as well. 

Wait, but how does automation of internal processes impact customer experience? The relation is pretty straightforward. If your employees have more time to focus on complex tasks and to think about new approaches towards customer services, they will be more likely to deliver a better customer experience.

On the contrary, if employees are buried under tedious monotonous tasks, they will have no motivation to come up with new ways of engaging customers. Hence, include automation in your to-do list for 2022 and make your employees happy.

Mobile-First Approach 

Mobile continues to remain incredibly popular so if you don’t have a mobile business app yet, you might be in a bit of a trouble.

According to Statista, the number of smartphone users in the world today is 6.6 billion, which means 83.72% of the world's population owns a smartphone. That means, an overwhelming number of customers today uses apps on their devices to make purchases, schedule deliveries, and contact customer service. 

What it means for you is that you should really focus your marketing efforts on mobile and see it as one of the primary points of contact between your company and customers. Here are a few tips on becoming more mobile-centric:

  • Ensure your website is responsive and runs equally well both on mobile and desktop;
  • Design a mobile app so customers can use your services or products via their mobile devices;
  • Invest into social media management, if relevant for your business.
  • Establish metrics and monitor them: for example, CES (Customer Effort Score) reflects the amount of effort a customer puts into using a service or product. 

Final Word

Even though customer expectations and needs these days are changing at a lightning fast pace, companies can still adapt to them by using technology and being flexible and open-minded.

What you need to keep in mind is that your customers are your strongest and most trusted ambassadors online and offline. And while you cannot impact their needs and wants directly, you can impact how customers will perceive you and interact with your brand and that is your ultimate goal.

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