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Customer Experience

15 Digital Customer Experience Trends You Need to Know About

June 2, 2021
According to Forbes, digital customer service has become the storefront to many businesses around the world. This trend, that combines human behavior and technology, has enhanced our ability to adjust to difficult situations. Also, many companies see digital as the only way to conduct business in 2020.

There are also new customer behaviors: they expect more, demand quick service, and tailor-fit experiences. Customers love personalized service and this will continue to be the main focus of marketing efforts of many businesses. 

Are you using digital techniques to help enhance the customer experience? Do you think this may be improved? Continue reading to find out the latest and the best 15 digital customer experience trends your business should be using now. 

What is the future of customer experience? 

Customer experience, or CX, is now a buzzword among marketers and will continue to be one. CX is evolving which is why marketers do their best to keep with the most updated customer experience trends. According to a study made by Survicate, more than 50% of companies bank on enhancing their customer experience campaigns.   

The survey also revealed that companies that use successful customer experience trends can get premiums of 25% or more on their products or services. Meanwhile, poorly orchestrated customer experience may result in more than 33% of their customers moving to the competition despite a single incident.  

As you can see, customer experience is very crucial to most businesses that marketers and researchers predict that this may completely affect a product or service’s price. CX may even be the top differentiator as customers become more and more engaged in digital media content.

What are customer trends? 

Customer experience trends in digital media are the latest strategies that marketers use to get their visitors interested, involved, and eventually onboard. Like any other kind of trend, customer trends change depending on many factors.  

  • Customers are now favoring a sound balance between digital and actual or physical shoppingYes, digital media has become very popular but there are still people who prefer to use traditional shopping methods.  
  • Customers, especially female customers, closely follow key trends such as beauty trends. As beauty companies come up with new trends, customers are quick to pick them up however, it’s not guaranteed as a lasting trend. Just some examples of beauty trends are the use of vitamin-enriched products, using natural cosmetics, sun-protection skincare and makeup, and many more. 
  • Another factor that can drive customer trends is having an influencer. Brands employ actors, musical artists, media and social media personalities, internet sensations, etc. to help them promote their products or services. This trend is very popular as many customers follow influencers not just on social media but also on print, TV, and radio.  
  • The use of eco-friendly packaging and products is also starting to influence trends in marketing. Latest studies on global warming have ignited a green revolution among businesses. Consumers are now more likely to support a brand that uses low plastic materials and packaging. Customers prefer recyclable or biodegradable packaging and materials that won’t cause harmful emissions and pollution.  
  • Consumers consider a product or a service especially when it helps them save time, energy, and money. Advertisers use these preferences to promote their brands marketing them as time-saving, energy-efficient, and money-saving products that people should have.  

There are more factors when you’re considering customer experience trends. Business owners and marketers must study these trends and keep track of new ones too. Also, some trends may last longer than others while some may affect only a few consumers as only those living in one area, country, or region.  

Trends also occur in age groups, gender, race, religion, and more. You may also notice trends in your household or your community. And as people change their preferences, trends can change too. Marketers should keep track of changes in consumer trends to come up with good traditional and digital marketing campaigns. 

What are the new trends in customer service? 

If you’re running a business and would like to take advantage of digital media, check out the following customer experience trends.  

1 Humanity vs automation, human customer service vs chatbots

A lot of companies rely on automation to manufacture products and goods. Automation can reduce operational costs and can also aid in customer service. However, using an automated customer service rep may still be inefficient for many customers despite the speed of resolving requests. 

Consumers are still looking for that human touch, a friendly voice that only a human customer representative can provide. This is why more businesses use a combination of automated chatbots and human agents to resolve customer concerns.  

Most businesses with Facebook for social media use messaging chatbots to help visitors and customers with their concerns. Customers select an item from the chatbot main menu until they find exactly what they need. Chatbots are handy as customers may contact the company at any time for their concerns. Many businesses use this method to automate customer service but also offer customers an option to talk to a live agent or rep. 

2 Bots help in enhancing digital customer experience

Indeed, customer service should be a mixture of chatbots and live representatives. But despite chatbots being impersonal and lacking the human perspective, there are many benefits of using this kind of CX trend.  

First, chatbots are connected with your social media page such as Facebook Messenger. Bots respond quickly the moment visitors click your ad, post, or page. Also, chatbots are always available while human reps may only be there during office hours. Using a chatbot can help you connect with customers at any time even in the middle of the night! Bots can also get answers quickly and will be able to accomplish tasks like scheduling a visit or meeting, showing customers your product list, menu, or promo offers, and providing reference numbers in case you need to contact a live agent. 

Chatbots also gather data from customer interactions. Marketers use this data to help them come up with good digital and traditional marketing strategies.   

3 More personalized buying experience 

More and more businesses rely on hyper-personalized customer experience trends to lure their target audience. Aside from using chatbots and various automatic marketing channels, businesses rely on big data analytics to create hyper-personalized experiences.  

Accenture explains that 75% of people are more likely to accept offers from companies that know a few of their identities. This helps improve customer expectations as well. Customers want to be called by their name, knows about their buying history, and recommend products or services based on their buying history. These make them feel that the company regards them as an important customer. 

Companies come up with personalized marketing strategies through segmentation. They segment their sales and marketing strategies using consumer behavior and characteristics. This strategy is most common in email marketing and through e-commerce sites.  

A customer checks out your site to look for a particular product or service that he needs. But to gain access to more information he needs to enter his email address and agree to receive notification emails from your company.  

The customer receives personalized emails from you, featuring products or services that he is interested in. You also add recommendations about other items related to his inquiries. All-in-all, your customer enjoys personalized marketing making him more likely to consider your business. 

4 Transparency in marketing 

Customers are more likely to trust a business and buy their products or services when the company is transparent with its business dealings. A company that values transparency publishes its business practices, product prices, terms, and conditions, etc. Customers appreciate businesses that include FAQs on their website or product site. FAQs have answers to common customer queries including how the company conducts business, how long do you need to wait for shipping, the cost of shipping, information about promos and offers, etc. FAQs have a min read of only a few minutes compared to company terms and conditions that take more time to understand. 

Failing to address common customer questions and feedback (especially negative feedbacks) may impact your transparency and customer experience strategies. Therefore, you should engage in efforts to improve transparency in your business. Remember, it’s easier to build customer trust than to reclaim it. 

5 Customer data protection should be preserved 

Data collection and protection of the customer base should be considered foremost. Breaches in the preservation of customer data will negatively affect a customer’s experience and may also cost you your business! 

According to recent data, more than 50% of customers will negatively consider a brand or business even after a year has passed. Also, the average loss for a data breach can cost a company around 3.8 million dollars. Companies must invest in fool-proof security campaigns and include digital security training in their yearly online training.  

Methods such as two-factor authentication, improved data encryption methods, and consumer awareness programs may also help boost the digital customer experience. Also, customers are more likely to consider your business when you value their privacy especially any personal data or information that they share with you.  

6 Artificial Intelligence in digital marketing 

A lot of trends in digital customer experience depend on AI and it looks like this will be a major trend in the future.  An example of AI is a chatbot service and consumer personalization using AI. It is predicted that businesses that use AI can expect 62% growth by the end of the year. 

Automation does not just make the customer experience better but it’s also a blessing to marketers. Gathering information or customer data has become easier and more efficient through AI. With more information to use, companies can think of better and more efficient marketing techniques to better their products, services, and brand. 

7 Business use customer-centric marketing  

Businesses will continue to prioritize the needs of their customers more than their profits as they deliver a customer-centric marketing campaign. Companies that focus on long-term customer-centric techniques will experience enhanced loyalty and improved lifetime value as they continue to support their customers even after their purchase.  

Companies who wish to employ a customer-centric strategy should put their customers’ needs first and provide a good customer experience from the time of the sale to the end.  

One way to show that you value your customers’ opinions and their business is to use surveys, product ratings, and ask for reviews. Results of these strategies can help you come up with customer-centric marketing strategies in the future. 

8 From brick-and-mortar shops to digital stores

It’s inevitable; brick-and-mortar shops are now switching to a digital store version as this is more convenient for their customers.  This omnichannel approach to customer experience helps connect to more customers and this is more than physically serving your patrons. You can connect through email, social media, websites, blog sites, and many more.  

To fully transition from a physical store to an online shop, you must consider how your customers view your business, products, or services. Your customers should get the same content from all your touchpoints; consider that the content of your social media site is also similar to those found on your website. Any incorrect information may lead to customer frustration and will negatively affect your brand in the end.  

9 Improving self-service options 

As more customers use the web for different transactions, consumers have become tech-savvy and resourceful. Brands now use self-service options to improve customer experience and provide various customer needs. Small things like adding an item return option, a handy FAQ or knowledge base section, or a calculator tool are appreciated by many consumers who want to get things done their way. 

10 Using habit loops 

Consumer habits also play a huge role in how we shop for products or services or search for items online. A habit loop is a kind of neurological loop that forms habits. A habit loop has three components: the cue, routine, and reward. 

Letting your customers know that their habits are acknowledged and important will help you earn their trust. Try to focus on how your brand, product, or service can help with a negative thing and eventually yield good results.  

Customers may develop habit loops when they shop online. When a customer trusts a company, his buying or ordering habits will usually base on a habit that he has practiced for a long time. Break this habit by offering related products or services or by giving away rewards, bonuses, or special offers.  

11 Consumers want to know how you do things 

Customers are not just here to buy your products or goods but are also interested in how you make them and how you do business. Businesses use various digital media platforms like social media, video channel sites, and how-to sites to let customers take a peek into how they run their business. A new customer will view companies that showcase their practices as reliable, trustworthy, and the best to conduct business with.  

Both customers and employees love this digital customer experience trend. Customers will gain insight into how you create products and services while employees can showcase their skills and talents to the world. 

12 Using quantified differentiation  

This method is applied by more and more businesses and has proven to be successful in brand positioning. It starts with positioning yourself as a company that will get things done differently but more efficiently. Companies also use differentiation by stating their values and what they stand for. 

This trend helps customers differentiate you from your competitors and consider your products or services than the ones offered by the competition.  

Feature a comparison table on your online site or your product page on Amazon or on social media. Compare two of your products with your competitors; make sure to highlight the features and benefits that make your product stand out. You may add promos, sales, and freebies. All these can help your customers decide on the best product for their needs and significantly improves customer experience.  

13 Digital shopping to make up for physical shopping 

Digital shopping will rule as more customers prefer to shop in the comforts of their homes. Physical shopping will still be big but being able to shop from wherever (a customer from the US can shop for shoes and jewelry from Paris) gives customers the freedom they crave for.  

Digital shopping is “shopping without boundaries” and a great customer knows where to go for good products and sound services. For this reason, your online shopping page must feel like an actual shopping space. Your products must be carefully and efficiently organized, labeled, and well-stocked. There is no sales personnel but be sure to have a chatbox, a number, or contact details handy.  

14 Predictive analytics can enhance various brands 

Many companies who want to rule the market use predictive analytics. This trend will continue in the future as more businesses have seen how this will profit in the future. Start learning about predictive analytics, real-time information, and how this can get customers and provide a more personalized customer experience.  

15 About shared values 

Many brands fight for customers’ attention by providing them with all kinds of perks, offers, and freebies. However, this trend is changing and now, customers are more interested in shopping from a brand that aligns with their political, social, environmental, and personal beliefs. And this trend remains even if they have to pay a higher price for a product.  

Businesses should be able to prove that they are doing as advertised. If you post about creating less impact on the environment then you should do so instead of just talking about it.  

What makes a customer experience great?

A customer’s experience is great or as expected when they go for a sale. Customer experience is a collection of methods that help lead to customer success. Consider strategies to boost digital customer experience by checking out these trends. And if you haven’t used digital customer experience trends before, this could be the best time to do it. This will surely change the way you do business with your customers as customers are willing to use new technology or tools to improve their overall customer experience.  

Create an amazing customer journey and use digital experience trends. From AI to augmented reality, from improving customer support to enhancing customer experience CX, customers expect more from businesses these days. But companies that can cater to their customers can guarantee customer loyalty for years to come. 


Greg Tucker