“Mobile phones will absolutely never replace the wired telephone.”
In 1981, Marty Cooper, inventor of the mobile phone, made this statement without an inkling of the immense potential of his innovation.
Such an example highlights just how tricky the art of prediction can be. Certainly, in the customer experience (CX) industry, this rings true when casting an eye over predictions of the past.
Remember Google Glass? At one point, Virgin Atlantic bet on the technology to change the “customer service experience.”
Yet, change is rarely disruptive. Ordinarily, it involves the evolution of existing trends.
Consider AI. Companies experimented with these solutions in the 1990s. Only now are businesses turning to AI-driven technologies – including speech analytics, automation, and bots – in droves.
As such, predictions are perhaps best devised with a pinch of caution, like the following three examples, which build upon burgeoning trends starting to gain significant momentum.
1. CX Conservatism Becomes the Enemy
During the pandemic, digital transformation accelerated from a snail’s pace to lightning speed.
According to McKinsey & Company: “Responses to COVID-19 have speeded the adoption of digital technologies by several years… many of these changes could be here for the long haul.”
In accelerating transformation, many businesses kickstarted CX initiatives to meet consumers where they were. As such, consumers now expect to have all the experience options - whether that is digital, in-person, or some combination - readily available to them.
Taking a step backwards will clash with these new expectations and irritate customers immensely.
Moreover, businesses must remember that innovation offered a lifeline during the pandemic. Pushing the envelope of what is possible paid off. Preparing for the future must come first.
Building on this point, Eric Williamson, CMO of CallMiner, said:
“In 2023, customers will remain loyal and even increase their spending with the companies who continue to offer the products and services, as well as deliver the experiences they’ve come to expect during the pandemic.
“Companies who take their foot off the CX gas will find themselves falling behind.”
Indeed, customers are becoming increasingly impatient with lousy customer service. A PWC study – surveying 15,000 customers – found that one in three customers quit brands they love after one bad experience. 92 percent will leave after two or three.
As such, businesses should safeguard efforts to test, learn from, and optimise customer journeys. These initiatives must not fade into the background.
2. CX Vendors Strive to Showcase Their Value
Technology giants are straying from their specialties, attempting to utilise their significant presence within businesses to take over other elements of the CX stack.
Consider CCaaS. Many large enterprises have made a play in the space during the last 12 months alone – enjoying some success.
For instance, Zoom noted that its contact centre platform is achieving sales results it had not expected for another “18 to 24 months.”
In the face of such competition, specialist vendors must demonstrate their value, both in terms of their technology and the expert support services they offer. Otherwise, the large-scale vendors may start stealing food from their plates.
After all, the idea of working with fewer vendors, reducing complexity, and contacting a single number for support is alluring.