Responses to the COVID-19 pandemic have sped up the adoption of digital technologies by several years, according to McKinsey & Company research.
Yet, perhaps it is a little easy to point only toward the pandemic. Advancements in low code technologies, AI, and the introduction of the metaverse are pushing digital transformation projects forward at a remarkable pace.
Sitting back and assessing the developments of these projects across numerous sectors, five trends emerge that may well dictate the future of digital customer engagement.
1. The Metaverse
The metaverse provides a virtual environment that allows creators to recreate lifelike interactions in a digital world. 3D avatars, renditions of physical spaces, spatial anchoring, and many more advanced technologies help hold this structure together.
Despite its infancy, companies are harnessing the metaverse to engage with customers in a futuristic manner, creating everything from virtual storefronts to amusement parks.
An excellent example of metaverse innovation is Nike, which has its own Nikeland virtual world on Roblox. There, users can enjoy personalized gaming, shopping, and social experiences.
Find out more about how CX teams are capitalizing on advancing metaverse technology by watching the following video where we interview Alex Black, Chief Technology Officer at Enghouse Interactive.
2. Digital Communities
Digital customer communities offer a platform for customers to contribute their insights. Customers like sharing their opinions and expertise about products and services with other customers and prospects, which can positively influence brand reputation.
Further, customer observations prompt brands to reply with their own insights and engage in conversations. As a result, consumer involvement, satisfaction, loyalty, and advocacy are all fuelled by "two-way" customer dialog.
An excellent example of a digital community is Sephora's Beauty Insider. The community, which has nearly 1.5 million members, attracts people who share a passion for beauty and makeup.
The digital community, designed to look like a social media site, provides cosmetic tutorials, and other content relevant to the brand.
3. Live Streaming
Live streaming allows customer service representatives to respond to clients or potential buyers in real-time while reaching out to large audiences.