The new year is just around the corner and for brands this means evaluating the 12 months just gone and thinking long and hard about what improvements could be made and where. When it comes to customer experiences, it’s always a good idea to look and see what industry experts are predicting will happen so that you can keep on top of it and keep your customers happy.
Writing for Forbes, customer experience adviser and author Blake Morgan predicted that the Internet of Things will prove to be game-changing for brands next year but as exciting as this is, making security a priority will be a must as a result. Putting customer security first will be absolutely essential in 2017.
Ms Morgan also forecast that machine learning will become even bigger over the coming 12 months, providing computers with the ability to learn without them having to be programmed explicitly. As she observes: “Machine learning is a powerful way to access information about your customers in order to personalise the experience to meet their needs.”
Other customer experience trends likely to come more to the fore next year include consumers actually outsourcing their own problem resolutions. In previous years, people have been forced to get in touch with brands themselves to sort out issues, but with new service providers like GetHuman springing up this may soon become a thing of the past.
GetHuman charges a nominal fee to contact a company on someone else’s behalf to seek resolutions to a problem. If customers start to use such services more frequently, then investing in customer support may soon become obsolete for brands.
So it seems clever technology continues to change the way customers interact with organisations and resolve their issues. It also seems to promise organisations a more proactive and targeted approach to reaching out to those customers.
Here are a few things to consider in light of this wind of change:
- If we mapped out the customer journey as it is today, where would we find “vulnerable spots” in the experience that make customers susceptible to looking for alternative solutions/options?
- What does personalisation mean to our customers and how do they want to experience it?
- Are competitors already using the latest technologies to make their brand and customer experience more personalised and effortless?
ORC International is working to answer these key questions though the use of robust research.
Want to find out more about customer experience strategies? Get in touch with us today.