Top-6 Remote Trends Shaping Customer Experience in 2020

Top-6 Strategies on how Businesses can Prioritize their CX Journey

There's no doubt that 2020 is an exciting year for customer experience. To that end, consider the following points when developing your 2020 digital CX strategy:

1. "Live Chat" Software: With companies and customers right in the thick of a global pandemic, delivering a seamless, consistent, and convenient customer experience has never been more important. This is where live chat software can make all the difference between a "good" CX and a "great" one. Let's look at a real-life example to understand this better:

• Nordstorm's live chat services may not be available 24x7, but it allows customers to leave important details such as name, contact, email address, etc. so that their queries can be addressed. The live chat software routes the request to the relevant team, and a live agent gets in touch as soon as possible:

Plus, notice how the live chat services are transparent and honest in approach, and empowers customers to self-serve - a priceless advantage, especially in the time of a global pandemic:

Image Source

2. The Psychological Side of CX: Oftentimes, brands completely miss the boat when it comes to addressing their customer experience' psychological foundation. Traditionally, brands have been seen to focus all their energies into product innovation - which is important - but not at the cost of their customers. In all the hustle and bustle, brands tend to forget all about making customers feel acknowledged and appreciated - a huge mistake. Why? Because customers who feel a deep, emotional connection with a brand can become life-long advocates. Take a look at Birchbox' example which routinely sends out heart-warming emails to thank their customers:

• Organic skincare brand, "Juice Beauty" steps up their CX game by conceptualizing a "Customer Appreciation Event" and offering tempting discounts and offers to their loyal fan base:

• J Crew's letter-style emails are full of heart and care, making the customers feel like they're literally the brand's center of the universe:

• BarkBox's short-and-sweet email to 'Dog Lovers' on National Dog Day is humorous and witty, which is sure to strike a chord with the customer:

All things said and done, being thoughtful and being human when interacting with customers can help brands foster meaningful, value-driven relationships.

3. Role of "AI & AR" in Boosting Sales & Satisfaction:

"Almost 70% of consumers expect retailers to launch an AR app."

Today's digitally-connected user base expects companies to deliver powerful digital channels that engage Artificial Intelligence (AI), Augmented Reality (AR), and Emotional Intelligence is equal measure. In fact, integrating these emerging technologies has emerged as a competitive advantage for one too many brands.

Augmented Reality and Artificial Intelligence can help deliver a 360-degree immersive experience to the customers in a visual format. Sephora's digital strategy is an interesting case in point. The brand offers customers the convenience of experimenting with makeup virtually, scouting for the correct foundation basis their skin tone, and sampling a fragrance via a touchscreen! Here are a few snapshots of Sephora's Virtual Assistant:

Here's what Mary Beth Laughton, Sephora's executive vice president of Omni retail says:

"It's about being open to new ideas, and working with partners to develop the right solutions--and being willing to do things that maybe our clients don't even know that they want yet. That's how we approach things, and as long as we're doing it through the lens of our customers and finding ways to simplify and enhance their shopping experience, we're willing to put focus there."

Key takeaway: Clearly, AI and AR are innovating and revolutionizing CX at every step of the user's journey and to the latter's satisfaction.

4. Customers Air Concerns with "Voice Feedback":

Voice Feedback programs are all the rage now. And for a good reason. Building a voice-led feedback loop can help brands make iterations to their service on-the-fly and enhance the overall CX by leaps and bounds.

At its core, a successful Voice Feedback program uses AI to analyze a customer's actual voice recording. More importantly, it factors in critical elements such as the customer's tone, pitch, and even volume to get a pulse of the customer's sentiment and emotions. Tech giant Apple allows customers to customize the Voice Feedback option on its Apple Watch series and the wildly popular virtual assistant, 'Siri:'

Another brand - MapMyFitness - uses this intuitive feature brilliantly by sending out audio cues and workout statistics to help customers stay informed, that too, without staring at their screens:

Key takeaway: Voice Feedback can help brands gauge how they measure up to a user's expectations. All they need to do is literally 'listen' to their customers and incorporate all the real-time, valuable feedback they're receiving relating to the company's offerings.

5. Make it "Personal": Personalization

"90% of consumers find personalized experiences appealing, and 80% believe they are likely to purchase from a brand that offers these curated experiences."

Truth be told, brand recognition/loyalty and hyper-personalization are mutually inclusive entities - one cannot survive without the other. This makes sense as customers prefer receiving relevant communication that resonates with their expectations. This not only breeds customer loyalty but also boosts revenues and increases the conversion rate.

Nike sits at the top of our list when it comes to delivering impactful, customized omnichannel customer experiences. For example, NikePlus members can use the constantly evolving Nike app to scan barcodes inside each shoe on display, gather in-depth information about products such as available sizes and colors, and view real-time online and in-store inventory:

That's not all. Customers can easily return, exchange, or purchase products with Nike's Curb Services. Plus, users can open digital lockers using their phones:

Key takeaway: Personalized and tailor-made services can help brands deliver superior, anticipatory experiences to their users in addition to driving positive brand engagement, emerging as clear-winners in the user's hearts and minds.

6. "Social Media CX" is Everything:

If experience is anything to go by, more and more customers are quick to communicate with brands on a variety of social media channels such as Facebook, Twitter, Instagram, etc. And why? These platforms are convenient, easy-to-use, and offer instant support. This is exactly why brands need to consistently monitor their social media channels and connect with users by leveraging the User-Generated Content in an optimal manner. Starbuck's social media strategy is nothing short of envious. Take a look at the following examples and decide for yourself:

Plus, the brand takes customer feedback seriously as it has created a dedicated website where customers can voice their suggestions and air their concerns:

Wrapping Up

Here's my two cents on the current CX climate: The future of customer experience is definitely one that encapsulates the strategic use of emerging technologies (think: AI, AR, live chat, etc.) through digital-first remote tools and empowers customers with hyper-personalized, feedback-driven experiences. Paradoxically, a technology-centric approach is humanizing customer services and, in turn, helping companies create true 'brand fanatics.'