Mastering the Digital Customer Experience Trends of 2020 and Beyond
Taylor Pettis August 20th, 2020
When it comes to trends that will take over in 2020, it’s all about enhancing the digital customer experience, but CX in the digital era is something that is continuously evolving. If you’re trying to stay up-to-date when it comes to digital trends to follow, then you’ve come to the right place.
In this article, we’re going to provide you with the information you need about digital customer experience trends for 2020. When you enhance CX and DX, it’s going to improve your business income.
1. An Increased Presence of Bots in the Digital Experience
When a customer has a question about a product or service that they’ve paid for, a common issue is a long wait time to receive the answers needed to remedy the situation. More and more businesses are aiming towards the digital-first company model and they are beginning to use chatbots in their customer service portals.
A chatbot will answer the customer’s question almost instantly. Reducing the likelihood of the customer becoming frustrated by the situation. How does this benefit you as a business owner?
When you use chatbots, you can reduce the amount that you pay in labor costs and benefits to cover working employees. If you’re looking to use chatbots, ensure that you understand the features available to you. Why? Because some features are going to cost more money when your chatbot is being built.
Chatbots are much more than just simple customer service tools. Chatbots are also great for sales and marketing.
You can customize the response that the chatbot gives to your customers. Later on in the article, you’re going to find out why customization is crucial to the customer digital experience.
There are two main advantages offered by chatbots compared to talking with a human – availability, and speed. AI (artificial intelligence) can handle more queries than humans, and they do this at a near-instant speed.
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2. Personalize customer communications
One way to enhance your customers’ digital experience is to improve the level of interaction and customization of your customer interaction. 71% of consumers stated that they enjoyed ads that were personalized and tailored to their needs.
When a customer sees personalized content produced by your company, it makes them feel like they are being seen and like you know what they need. Customization is a key digital experience trend for 2020 because the customer feels like you’re reading their mind without having to tell you what they need.
Instead of putting generic terms in your emails and marketing content, address each customer by name. This will help to further the relationship between you as the business and them as the customer.
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3. It’s (Still) All About Customer Experience
There are many businesses making it a priority to transform their customer experience. This means if you aren’t making these changes, too, you’re going to be left behind. Since the stakes are higher than ever, it pays to know the digital customer experience trends for 2020.
When you develop and enhance your customer experience, your business will have the ability to demand a premium for the services and products they offer. Conversely, poor customer experience will result in the loss of customers.
Up to 33% of customers would consider making a change to the competition after just one subpar incident. CX is so important that researchers have predicted it’s going to overtake product and price as the main competitive differentiator.
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4. The Rise for Self-Help and Self-Service
Up to 71% of customers would rather handle issues themselves, rather than having to speak to a live agent. Self-service has established itself as a major digital customer experience trend in 2020 and the main reason why it’s becoming more popular is that most people want to feel as though they are in control of their decisions. You know what you want and what problems you have to deal with.
Today, most call centers will also leverage tools such as knowledge bases and FAQs to help answer questions their customers have. Virtual assistants enable customers to find the answers they want for themselves, although it’s vital that they are able to do so quickly and easily.
5. Thoughtfulness is Paramount in 2020
For many decades, brands have wondered how to connect with customers and provide quality experiences. All this time, the answer has been right there. Rather than worrying about the latest technology, brands need to think about the psychological foundation of their business.
Before using the technology offered, customers need to feel like they are acknowledged and understood. While feelings alone aren’t considered a hard business metric, more and more companies are starting to take customer feelings much more seriously.
Customers who feel as though they have an emotional connection to a brand will grow to become loyal advocates, make purchases over and over again, and recommend the brand to friends and family members. Rather than just focusing on the product or solutions offered to customers, brands have to first build trust and thoughtful relationships.
Consider how your customers feel about your brand. Do they value your services? How could you create an emotional connection with your customers?
Thoughtfulness is derived from developing and maintaining a customer-centric mindset where everyone is dedicated to offering the best solutions and services for customers. This expands into a thoughtful culture for employees. They should feel valued and have the tools needed to do their jobs.
While most digital customer experience trends for 2020 are focused on technology, pushing for a more thoughtful mindset should be a short and long-term goal for all brands from here on out.
6. Transparency in Customer Service
Customers are savvier than they have ever been in the past. They are constantly searching for “red flags” with businesses. They also feel more confident giving a business their money when they are aware of if the practices are ethical and if the business’s vision complies with their own.
In 2020, transparency has continued to grow regarding CX and it is one of the central trends in digital customer experience.
There’s no need to go overboard. After all, the world is already in a state of information oversaturation. You don’t need to add unnecessarily to this noise.
After a visitor is aware of how long they have to wait, the queuing is going to stop being so frustrating. You need to be sure that your predicted wait times are accurate, or customers will walk away.
The same concept applies to other aspects of the digital customer experience – don’t keep customers in the dark or they will go to your more transparent competition.
7. Take Care of Your Employees
You may have read the headline for this digital customer experience trend and wondered how your employee engagement can influence CX. When employees are taken care of, and their issues are addressed in the workplace, it’s proven that they will work harder and be in a better mood at work.
When employees feel that they aren’t being treated right, it will take a toll on the quality of work they do. For example, if employees don’t feel that their bosses care about the work they do, then a customer will receive mediocre service.
If you offer employees incentives and help them set goals that can be achieved, they are likely to approach their work differently. Employee satisfaction can be gauged by providing regular surveys. Employees can give opinions on things that they think can be done better to improve the workplace environment.
From there, you can set up a system, and make necessary changes to meet your employees’ needs. This reinforces the employee mindset when it comes to their work. By doing so, you are also improving the digital customer experience provided by your brand.
8. Improved Employee Training
Employee training is an upcoming digital customer experience trend because of the way that the training is being offered. Gone are the days of in-person training in a classroom, and it’s replaced by training online.
The central benefit of training being offered online is convenience. If an employee is on the phone with a customer and needs to find information to solve a problem, they’ve got the information right there for them to access.
This will help speed up the amount of time it takes to provide customers with a response to their issues. As stated above, customers are looking to solve their problems because they don’t have time to waste. And to do this they need your employees.
And when you provide a digital form of all training materials and resources, it allows employees to do that. If you’re not sold on using online training for employees that’s okay. You can also feature a brief test at the end of each training to ensure that employees read the training in its entirety.
9. The Convenience Factor
In 2020, consumers are all about convenience when it comes to purchasing digital products. They want products that aren’t going to be a hassle to set up and use.
When conducting meetings about products that you intend to launch during the year, the most significant digital experience trend you’ll want to consider is convenience. This could mean making your products easier to transport and ensuring that they have a long battery life.
If the product isn’t convenient, likely, it won’t sell well because it will hold no value. Convenience is critical when you’re developing new digital products for your target market.
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When it comes to digital experience trends 2020, you must begin to use them in the way that you conduct business. When you use these trends in your business design model and optimization strategies, you’ll see instant improvements.
If you’d like to learn more ways to improve the customer experience, contact us here at Ecrion. We have the expertise and knowledge that you need to enhance your current skills and enhance the customer experience. Remember the better CX will help drive business and increase revenue.
We also have a variety of resources that are available to all our clients. Let us put our experience to work for you and help you get the results that you’re looking for.