2024 is defined by the onslaught of artificial intelligence which is penetrating almost every industry, and CX is no exception. But how exactly is it used and is there something else that will be running the Customer Experience show this year? We asked five experts.
Nigel Bowman
Associate Partner, Dragonfish Consulting
Culture is the new battleground building on two decades of focus on CX. Bain & Company created the Net Promoter System in circa 2003 (I have said ‘system’ and not ‘score’ deliberately as when successful, NPS is treated as far more than a simple ‘number’. It is a way of working and thinking). This means that CX programs are now well established, with two thirds of Fortune 500 companies now using NPS in some form. The new trend is that the more progressive companies are now going beyond pure CX activities (i.e. the focus on the customer and their experience) and starting to look at the wider organisational culture and how this can be managed as a tangible asset to better achieve their strategic outcomes. These culture focused programs are starting to encompass their CX as well as EX activities, plus their efforts to create clearer and more motivating Visions, supported by sets of Values and Behaviours that are truly lived everyday by all their people.
Culture is becoming the new battle ground and point of differentiation in an increasingly competitive world, and becoming the glue to improved business results by unifying what were separate CX, EX and brand (i.e. Vision, Values & Behaviours) related efforts. For example references to ‘Culture’ in leading business publications have leaped from under 500,000 in 2019 to well over 2 million in 2021 (Forbes, May 2023). Culture, as did CX, is becoming an asset when measured and managed in a deliberate and structured way.
Dean Brabec
CX Director, ČSOB
In 2024, businesses will need to understand and respond to customer emotions through real-time analysis, moving beyond single triggers to manage the complex ecosystem of client satisfaction. This shift guides decisions on whether to use automated responses or human interactions, aiming for a more personalised and effective customer experience. Thanks to AI, the focus also shifts towards uncovering root causes rather than simply reading verbatims, enabling a more comprehensive approach to client satisfaction management.
Lukáš Viktora
Head of Customer Journey, Gen
I’d call them factors rather than trends – here are three that can help to foster the correct dynamics in approach to CX in 2024:
First, personalization – utilizing various CRM tools to gather data plays a pivotal role in reinforcing customers’ sense of being known and understood by the company. This can be leveraged to recommend the right solutions for their needs, notify them that a once-sold-out product or service they were looking for is now available, guide them through their journey, or enhance their customer support experience.
The second factor is the implementation of AI and predictive models for the timely identification of a new or changed trend in the customer’s behavior. Both customers and those who serve them will benefit from creating more relevant and efficient interactions.
Finally, there’s a need to keep the emotional bond with the customer. Despite the rise of tech and analytics we can’t forget to put the customers with their emotions and needs in the center. It’s crucial to ensure that interactions are not only transactional but also empathetic and respectful. This approach fosters an environment where customers feel valued and understood.
By applying these factors, businesses can create a strong foundation for nurturing long-term relationships and strengthening the brand loyalty of the customers.
Jaroslav Chaloupka
Former Director of Customer Management, UNIQA
The newest trend in CX is the gradual integration of AI into all customer-oriented processes. From the long-term perspective, it’s definitely a good direction that will make customer service faster, better, and customized to the customer preferences based on their data.
The AI trend in CX is so strong that it’s already practiced in other areas. We adapt to this trend by using AI in our analysis and propositions and helping companies integrate these new processes into their operations.
Another interesting trend is a sole focus on the digital journey. The ratio of digitally literate people reached a critical threshold, allowing even a mass market company to make some processes digital-only without having a paper alternative. So far, this doesn’t concern the primary services but think about supermarket discount cards as an example. Most are already digital, including the attached services and discounts. If someone can’t use them, too bad – they have to pay full price.
Ondřej Borovička
Head of Customer Experience, Out of Dark
Apart from the now-omnipresent AI and its assistance in almost all possible areas including CX, what I keep noticing more often is how big of a difference employees make. They have the biggest impact on CX and at the end of the day they’re the ones who make CX. Your CX plan can look great on paper, but it’s worth nothing without employees being on board. Companies that are more advanced in CX are beginning to realize this. Topics like customer-centric vision are translated into values and behaviors defining the culture, employee experience, etc.
