Why Customer Experience Matters More Than Ever

The customer experience is constantly evolving, and it will be shaped by emerging technology and a shifting economy.

02/02/2023 Krzysztof Grzyb, Head of Marketing Poland

Customer experience (CX) has become a top priority for brands and executives. According to the American Express Global Customer Experience Index report, CX ranks as the highest-rated attribute that customers consider when choosing one company over another. With 71% of consumers saying that poor customer service is the number one reason they stop using a particular brand, it's clear that CX isn't just about being nice anymore. It's about making customers feel valued in every interaction with your company—from how you greet them on the phone to how easy it is for them to reach you via email or social media channels.

Human Interactions Still Matter
Customer experience is not just about the customer. It's also about your team and the organization as a whole. You can't just automate everything, because AI isn't perfect yet. And even when it is, there will still be times when human interactions are needed--and they'll matter more than ever before! In the near future, humans and machines will coexist in a symbiotic relationship. Machines will be able to do more things, but they can't replace humans. Keeping that in mind you need to think about the employee experience, as a part of the CX, and it's a reflection of your company's values. Employees who feel empowered and respected will be more likely to go above and beyond for customers and may even feel inspired enough to recommend your brand.

Phygital Customer Experience is now the Next Big Thing

The importance of the phygital customer experience is growing and brands are changing their strategies to adapt to this new way of interacting with customers. The term "phygital" was first used by Intel in 2016, but it's really just a combination of physical and digital environments that allow users to interact with products or services in a seamless way across both channels. For example, if you're shopping online and want additional information about an item you see on your screen, you can call up an augmented reality image projected onto your smartphone screen that shows more details about what you're buying--and then buy it right there!

Phygital customer experience (PH-CX) has to be a new holistic framework that examines the dynamics created by customers’ shifting from physical to digital settings or vice versa. The PH-CX framework identifies the fundamental driving forces, connectors, and pillars of the phygital customer experience strategy to help managers design compelling customer experiences. 

Phygital is the concept of using technology to bridge the digital world with the physical world with the purpose of providing a unique interactive experiences for the user.

AI is everywhere, but it's not all good

As AI advances by leaps and bounds, so does your ability to retain your customers. Machine learning algorithms can now effectively help businesses identify and head off problems that could lead to churn by helping to identify pain points. Through AI, you can pinpoint and prioritize based on real data rather than guesswork. Features like uninstall tracking, for example, turn the loss of users into valuable insights that can help you not only solve customer retention problems but also craft effective strategies to win them back.

However, AI can be used for evil, and that should be the concern of every company. The fact that AI can be used for unworthy purposes means that you need to be careful with how your customers interact with it. You don't want them feeling like they're being watched or tracked by an algorithm because that would cause them stress and anxiety--and make them less likely to buy from you in the future!

The future of customer experience is human-centric, inclusive and connected. The customer experience is more than just a transaction. It's about connecting with people and empathizing with them as human beings. Customer journey will be driven by artificial intelligence and other technologies, but it will also require businesses to think beyond functionalities and look at how their customers live their lives. In order for businesses to succeed, they must understand what matters most to their clients. That means not just listening but also acting on feedback from all stakeholders involved in the process - including employees!
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