Source | www.forbes.com | Blake Morgan
For the last five years I’ve written predictions for the future of customer experience. There is no doubt in my mind that the discipline of customer experience has exploded since 2014 when I started this column for Forbes. It’s amazing to see the evolution of trends and technology from my predictions. In 2015 I wrote about the multi-channel customer. In 2016, I predicted the growth of the Internet of Things and video for customer service. 2017 was all about data and machine learning, 2018 showcased personalization and the CEO owning customer experience and last year I predicted the growth of digital transformation. Clearly, things are always changing and evolving, and it’s up to us to keep up.
2020 is an exciting year for customer experience. As we enter a new decade, customer experience is firmly positioned as a competitive advantage and something most companies are prioritizing. It’s never been more important to deliver a consistent, seamless experience for customers and to look towards the future to find innovative ways to meet their needs.
With that in mind, here are five predictions for customer experience in 2020.
1. Thoughtfulness Is In
For decades, brands have wondered how to best connect with their customers and provide amazing experiences. All along, the answer has been right in front of us. Instead of worrying about new technology, brands need to consider the psychological foundation. Before they even want to use the technology, customers need to feel acknowledged and understood. Feelings alone aren’t a hard business metric, but a growing number of companies are taking feelings more seriously. Customers who feel they have an emotional connection to a brand become loyal advocates, make repeat purchases and recommend the brand to family and friends. Instead of focusing solely on the technology solutions they offer customers, brands first need to build trusting, thoughtful relationships. How does a customer feel about a brand? Does the customer value the service? How could the customer connect emotionally with a brand? Thoughtfulness considers the softer aspects of customer experience that can’t be measured as easily.