Customer Expectations and the Future of CX

05.03.21 07:15 AM
customer expectationsThe customer experience (CX) and the ability to meet or exceed customer expectations are increasingly priorities for companies, particularly those operating in competitive business landscapes. Every effort to attract and retain customers is often highly valued, largely in hopes of maintaining or gaining market share by boosting the company’s reputation.   Moving forward, companies can’t simply rely on CX strategies of the past. Instead, they have to remain apprised of evolving customer expectations, allowing them to favorably positions themselves, preferably before competitors make a shift.   If you’re hoping to exceed customer expectations today and into the future, here is what you need to know about the future of CX.  

Convenient Communication is a CX Must

  Gone are the days where companies can expect customers to sit on hold for lengthy periods waiting for help. Today’s consumers are used to faster options, including chat, bots, and text-based support.   Companies that want to stay ahead of the curve need to implement omnichannel communication methods as quickly as possible. That way, they can provide a wide range of convenient options to customers, ensuring their needs and preferences are addressed.  

Decreasing Reliance on Automated Voice Support is Essential

  While multi-layer automated voice menus and audio responses are convenient for companies, they typically frustrate customers. In many cases, when a customer calls, they are looking for support beyond what an automated system can provide. If it takes several attempts to actually reach a person, they may decide to take their business elsewhere.   Now, this doesn’t mean companies can’t use any automated voice-based systems as part of a winning CX strategy. Instead, they simply need to provide a simple exit. That way, those who can learn what they need through the system have the option of doing so, and those who would prefer to talk to a representative can get connected as quickly as possible.  

Personalization Needs to be the Norm

  Today’s customers are used to personalization. Social media feeds, product recommendations, entertainment options, and so much more are already customized based on their needs, preferences, or past actions. This creates an expectation for a more personalized experience in other areas, something that companies need to recognize if they want to provide solid CX.   One simple starting point is to use a customer’s name more frequently in communications. Whether it's adding it to marketing emails, ensuring customer service reps address customers by name, or having names appear when a returning customer heads to a website, this simple move can make a difference.   Beyond that, it may largely depend on a company’s business arena. For example, some may want to focus on product recommendations as well as onboarding messages that help customers make the most of recent purchases. Others may need a different approach that better aligns with their industry.  

Ensuring Customers Aren’t Taken for Granted

  While customers are often loyal to brands they enjoy, that doesn’t mean they’ll never head to a competitor. Today, customers understand that they have options, so they are willing to move on if one company takes them for granted or even just demonstrates a level of indifference about their presence.   Increasing your CX quality can go a long way, as well as the personalization mentioned above. Adjusting loyalty programs may also be wise, particularly if it makes the program more viable in our increasingly digital world.   Ultimately, any CX strategy adjustments that focus on customers shifting expectations can be winners. Just consider what your customers value as a starting point. Then, find a way to offer more of what matters to them, increasing the odds that they’ll stay dedicated to your company long-term.