A good strategy for customer experience, that is, the client's experience with your organisation, can make the difference between your business and that of your competitor.

The customer experience of the future is shaped by two deep human needs: speed and convenience. Since ancient times, people have been searching for ways to make things easier and faster. Nowadays, speed and convenience are much more attainable thanks to many technological developments. Another important need that we can fulfill with this is personalisation. How can we use technology to make it faster and easier, yet keep it very personal? Let's explore the key trends in customer experiences.

1: AI and ML continue to evolve

Artificial Intelligence (AI) and Machine Learning (ML) have been hot topics for some time. The online interactions, process streamlining, and predictive capabilities offer enormous benefits. We are increasingly coming into contact with such technologies. Think of a movie recommended to us by Netflix, based on what we've previously watched and rated.

The technology continues to grow and develop, but because it is complex, the number of businesses embracing AI and ML remains noticeably low. It is expected that this will change now because companies are seeking tools that make such technologies accessible. Especially for businesses that are less technology-oriented themselves, such tools would be very useful.

To prevent the customer from having to communicate solely through AI intermediaries, it's important to stand out and add value. Ensure that you are selling an experience rather than just a product. A positive memory. Customers still prefer personal contact, so personalisation plays a major role.

2: Taking personalisation a step further

Nowadays, many consumers are accustomed to companies reaching them in a personal way. Think personalised emails and newsletters and product recommendations that are formulated based on past purchases. Customers love this kind of service because they get what they want without having to say a word or even without knowing they wanted it.

But have you heard of a hyper-personalised customer experience? With the massive influx of online content, businesses are trying to stand out through hyper-personalisation. This is only possible if you have detailed data about your customers. This is also a trend that encompasses various technologies. You can track and collect your customers’ activities at every touchpoint. With this information, you can deliver more relevant and strongly personalised campaigns.

69% of consumers want a personal customer experience, but only 40% of brands offer one.

3: Transparency is the trend

Online social media such as Facebook, Instagram, and Twitter provide brands with a valuable platform to build and maintain good relationships with their customers. These places allow everyone to express their opinion and say and share a lot about businesses. At the same time, it gives companies the opportunity to be open and transparent with their clients. Did you know that 86% of consumers want companies to be honest? Especially in 2020, staying true to your company's value remains an important trend to keep up with. Now that legislation like GDPR is in full swing, consumers are always ready to pounce on secrecy. Brands that make mistakes in 2020 would do well to surrender and make amends as quickly as possible to avoid backlash.

4: Customers want to actively contribute

Customers want to become part of business processes. They want to contribute and are no longer satisfied with merely receiving information and products. For example, they want to influence a product's design, the way it is produced, and how sustainability is handled. It's important to create a place or platform where customers have the opportunity to exert influence. Such a platform should offer benefits for both the company and the customer. Think, for example, of a recipe website where not only dishes from the company are shared, but where customers can also add their own recipes. Or consider a design contest for new T-shirts or product labels. These can be used by the company, and the customer wins a nice prize. The company can then use customer data to determine what the new strategy should look like to best understand and serve the customers.

5: Build a community

Nowadays, it is very easy to get in touch with other consumers. They are easily found online. If people are dissatisfied with a product or service, they easily find like-minded individuals. This way, a group of dissatisfied users can suddenly cause a lot of damage to a company. But the opposite is also true. Customers who are fans of a brand can also unite and thus enthuse others. Thanks to social media, communities or online groups can be easily formed. A small connection is enough to get a group of people moving. Companies would do well to build such a community.

Don't lose sight of new technologies

The online playing field is constantly changing with the introduction of new technologies. The trends mentioned above are just a selection of the changes currently taking place. It is important to respond to this as an organisation and remain flexible. Consider your customer’s basic needs: speed and convenience. But beware not to automate everything, the customer still wants to build a personal connection with your business.