Niki Hall: Chief Marketing Officer at Contentsquare, Advisor, Author.
Customer experience (CX) programs will either be invested in or abandoned in the wake of a tumultuous economic year for many companies. Although, through my experience as a CMO, I’ve found that CX is a key differentiating factor, it requires commitment and investment. Some brands may be tempted to put it on pause, but the long-term effects of deprioritizing CX could result in insurmountable challenges later.
Forrester analysts estimate that only 20% of companies are continuing to forge ahead with CX strategies and innovation. I believe that those companies are better positioned to redefine their brand in the years to come with more robust capabilities and analytics. In my experience, brands that keep CX programs tend to measure themselves differently, have more robust consumer-facing KPIs and goals, and operate uniquely compared to companies that are mostly in survival mode. Marketing, sales, customer success and service tend to be more tightly aligned, and collectively, they’re often tied much closer to the company’s product innovation strategy.
I believe that CX will become the common thread that keeps companies focused on customers regardless of department or function. Companies that invest in CX are typically the best storytellers of their industries. Disruptors won’t be the hot new kid on the block. Instead, they’ll be the ones that have invested over time and evolved when they saw their customers changing and wanting change. CX continues to be everyone’s responsibility and those who take that seriously are better positioned to succeed.
Building Trust Helps Insulate Your Business From Future Crisis
It only takes one cycle of bad PR to undo years of progress or even a company altogether. These days, trust doesn’t start and stop at what the company offers or produces. It extends into how it communicates, leadership’s conduct, political stances and how brands treat people both internally and externally as well as online and offline. Consumers have expectations for companies’ character and mission-driven values.
CX goes beyond understanding what customers need but also how customers feel and expect brands to act. I believe that it will be essential for brands to not only expand CX to create personalized experiences but also take extensive data management and privacy measures so customers know their data isn’t at risk.
Blended Experiences Are Critical To Growth
Although widespread use of VR and AR and simulated digital environments like the metaverse are still in their infancy, it hasn’t stopped brands from determining ways to blend cross-channel customer experiences. Treating IRL (in real life) and digital experiences as separate could hamper a brand’s ability to evolve with consumer behaviors. By leaning on digital touchpoints for convenience and speed and pushing IRL experiences to be multisensory, more responsive and attuned to the in-the-moment opportunities for CX, both channels can connect in ways that help heighten experiences across the board and increase engagement no matter where your customers are.
Customers As Co-Architects Of Their Experience
Although I’m seeing widespread indications that the future of CX will be strongly supported by marketing automation, it won’t be dictated by it. This frees up time for organizations to focus on identifying and delivering on customer desires. Customers want to be in the driver’s seat so they can curate the experiences and relationships they find most valuable. When they do this, they willingly bring the brand with them on that journey of digital self-discovery.
The Future Of Digital Experiences Is Immersive
Although the adoption of immersive experience technology has been slower than some anticipated, it doesn’t mean it isn’t the future of digital. It’s true that most consumers aren’t jumping head-first into the world of AR, but the newest generation of both content creators and content consumers are embracing it. According to IDC researchers, the future of CX will have immersive experiences at its core to appeal to these audiences.
What I believe to be certain is that CX will be central to the digital revolution, and that means the digital world will be less about what it includes and more about how digital world connections come together. I’ve found that interconnected and seamless customer journeys are crucial to making this future a reality.
Investing in CX may feel like a luxury, but it’s undeniable that we’re at the precipice of a digital age that’s more mature, interactive, accessible and experience-focused. Time will tell how CX takes shape both for individual companies and the digital future, but one thing is certain—it’s a business strategy poised for tighter internal collaboration and stronger customer relationships for years to come.
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