Customer experience horizons

Customer experience (CX) is a leading driver of brand loyalty and organizational performance. According to NTT’s State of CX 2023 report, 92% of CEOs believe improvements in CX directly impact their improved productivity, and customer brand advocacy. They also recognize that the quality of their employee experience (EX) is critical to success. The real potential for transforming business, according to 95% of CEOs, is bringing customer and employee experience improvements together into one end-to-end strategy. This, they anticipate, will deliver revenue growth, business agility, and resilience.

Genesys CX Horizon cover 1

To succeed, organizations need to reimagine what’s possible with customer and employee experience and understand horizon trends that will affect their business. This MIT Technology Review Insights report explores the strategies and technologies that will transform customer experience and contact center employee experience in the years ahead. It is based on nearly two dozen interviews with customer experience leaders, conducted between December 2022 and April 2023. The interviews explored the future of customer experience and employee experience and the role of the contact center as a strategic driver of business value.


The main findings of this report are as follows:

Richly contextualized experiences will create mutual value for customers and brands. Organizations will grow long-term loyalty by intelligently using customer data to contextualize every interaction. They’ll gather data that serves a meaningful purpose past the point of sale, and then use that information to deliver future experiences that are more personalized than any competitor could provide. The value of data sharing will be evident to the customer, building trust and securing the relationship between individual and brand.

Brands will view every touchpoint as a relationship-building opportunity. Rather than view customer interactions as queries to be resolved as quickly and efficiently as possible, brands will increasingly view every touchpoint as an opportunity to deepen the relationship and grow lifetime value. Organizations will proactively share knowledge and anticipate customer issues; they’ll become trusted advisors and advocate on behalf of the customer. Both digital and human engagement will be critical to building loyal ongoing relationships.AI will create a predictive “world without questions.” In the future, brands will have to fulfill customer needs preemptively, using contextual and real-time data to reduce or eliminate the need to ask repetitive questions. Surveys will also become less relevant, as sentiment analysis and generative AI provide deep insights into the quality of customer experiences and areas for improvement. Leading organizations will develop robust AI roadmaps that include conversational, generative, and predictive AI across both the customer and employee experience.

Work becomes personalized. Brands will recognize that humans have the same needs, whether as a customer or an employee. Those include being known, understood, and helped—in other words, treated with empathy. One size does not fit all, and leading organizations will empower employees to work

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By: MIT Technology Review Insights
Title: Customer experience horizons
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Published Date: Thu, 09 Nov 2023 15:53:25 +0000

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