Mid-2024 is already shaping up to be a pivotal year for customer experience professionals. With ever-faster technological advances and ever-changing customer expectations, companies that embrace and adapt to these new trends will be in pole position.
Here’s Baker Park’s guide to the best practices and trends you can’t afford to miss to improve your customers’ experience this year!
1. Hyper-personalize career paths
The era of mass customization is definitely over. Today, your customers, whether BtoB or BtoC, expect hyper-personalization in every interaction. Thanks to artificial intelligence technologies, it is now possible to create tailor-made experiences on a massive scale. These interactions, tailored to individual needs and preferences and based on your customer metadata, don’t just satisfy customers: they delight them, transforming passive experiences into active moments of satisfaction and loyalty.
2. Streamline the customer experience
It’s no secret that a smooth customer journey is crucial to a satisfying and memorable experience. Companies must now master the integration of physical and digital touchpoints, and consider their customers’ experience as a whole to offer a seamless journey. To this end, taking stock of and mapping your customers’ journeys not only enables you to understand how your customers experience the various points of contact with your brand, but also to identify and respond to the pain points or dissatisfaction that hinder their experience.
3. Transparent use of new technologies
With the increasing integration of artificial intelligence into products and services, a policy of transparency towards customers, whether BtoB or BtoC, is becoming essential. Customers, often wary of what they don’t understand, don’t know, or what they perceive as a black box, need to be reassured about the ethical use and benefits of AI. By using AI intelligently and clearly disclosing how and why it is used, companies can build customer trust and loyalty.
4. Securing your customers’ data
The security of personal data remains a major concern for customers. Many are still unaware of how companies use their data. To combat this mistrust, it’s important to adopt rigorous measures such as training all employees in the RGPD and communicating transparently about data use from the very first points of contact. Without this, you won’t have their trust, and therefore you won’t be able to personalize the experience, which is a strong expectation.
5. Integrating CSR into experiments
Commitment to societal and environmental issues is becoming a decisive criterion for customers, who are increasingly using tools that inform them about the ecological and societal footprint of brands before making a purchase. Companies can no longer see their CSR strategy and their customer experience strategy as two separate entities. In 2024, it’s time to fully integrate CSR attributes into every aspect of the customer experience, opening up this information to consumers, which will not only enrich the experience, but also demonstrate the alignment of the brand’s values with those of its customers.
Companies looking to stand out in 2024 will need to embrace these trends and integrate these best practices into their customer experience strategy. By offering holistic customer experiences and adopting a strategy of transparency with their customers, brands can not only meet, but exceed expectations.
