Featured Topics in Customer Experience
It is said that the 8 topics that stand out in customer experience in 2022 are as follows;
- Metaverse effect
- IoT and 5G Technology
- Digital experience (DX)
- Sustainability
- Protection of personal data
- The hybrid era in employee experience
- True omni-channel experience
- People-oriented and transparency
Even though there have been some added to this list over the years and those removed from the list, some topics continue to be important, such as Digitalization.
One of the most important catalysts of Digitalization, which has become an undeniable reality today, was the pandemic that left a sad trace all over the world and caused everyone to reconsider their lives and priorities. All companies, ready or not, suddenly tried to keep up with the remote work. The 100% remote working method, which was not even thought of before, has been adopted by most companies and made permanent. Face-to-face communication between employees decreased, but responsibilities have been done somehow. During all these radical changes, of course, the customer experience was also significantly affected.
In this article, we will cover analytics, digitalization and the customer’s channel preferences.
According to Gartner’s 2017 report, 6 methods were mentioned in customer analytics.
- Behavioral Change : In this approach, we first expect customers to do some things we want (in-app navigation, collecting what type of music they are listening to, etc.) Then, when we have enough data, some basic features come to the fore and by using these, we can catch our customers at the last moment and support them in their own goals(listening to 100 songs per month, etc.)
2. Mass Customization : Our customers deserve their own unique products.
3. People Make the Difference : Don’t Let Metrics Stop You From Doing the Right Thing.
4. Shared Insights : In this approach, performance is shared with transparency by creating trust in the supply chain so that customers can compare themselves. In this way, customers can also communicate their expectations and we support them in their decision making.
5. Deep Listening : In this approach, customers are divided into niche audiences and their behavior is observed. Development is supported by learning from extreme values. In order to give our customers what they want, we must be open to change.
6. It Just Works : Be So Good They Don’t Even Notice :) In this approach, it is adopted to solve customer problems before they occur.
Examination of extreme examples is necessary for continuous improvement and new inventions.
Examine Extreme Examples > Learn from these examples > Make a new product : For example, for a coffee shop, the first customer to ask for mixed coffee was the initiator of something.
However, the area that we expect to change the most with digitalization is of course the channel preferences of the customers. Below is Gartner’s 2017 vs 2022 comparison.
Digital connectivity technology describes how people and things exist and interact in the digital connectivity ecosystem and how this shapes a digital society. We all have a digital identity. In order for us to exist, we need to stay connected. We care about our connections. We do not distinguish between people and ‘things’. We now use the concept of interactionist rather than user.
In such a world, what customers want will of course be obtained from the data we have, their digital identities, channel preferences and new products to be discovered thanks to the extreme examples examined. Digitalization will become widespread and will continue in every field, we need to keep up with it.
