CXNext Live: 3 CX Predictions for 2020
It’s not just a new year. It’s a new decade. And in the fast-moving world of customer experience (CX), you can expect some meaningful changes and evolutions.
To peer into what’s coming in 2020, we recently sat down with Nate Brown, co-founder of CX Accelerator, for Episode 9 of CXNext Live. Together, we came up with three main areas where CX is transforming and your biggest opportunities to differentiate your company in 2020.
1. Contact center leaders are becoming CX leaders
Thinking of contact centers as reactive units defending against customer issues is just so 2010s.
Contact centers are becoming much more strategic in terms of designing the customer experience. After all, who better understands the customers, the company’s products and services, problem-solving, and natural empathy for the customer than the contact center?
Along with this shift, the types of metrics companies are looking at will change too. As contact center leaders become CX leaders, they will need to prove more than transaction-oriented metrics. They will need to tie CX to the bottom line. Looking at customer growth engine (the total volume and value of the customer base) and customer health score (the value delivered to the customer at each touchpoint in the customer journey) will become increasingly important to prove the value of CX to the business.
2. Analytics are shifting from a moment-in-time to real-time
With a greater ability to collect real-time data, moment-in-time analytics, like post-transactional surveys and eNPS scores, are becoming less relevant.
In large part, this is because moment-in-time analytics are becoming problematic. Customers are suffering from survey fatigue, the bias of the customer’s issue often reflects on the employee, and traditional metrics often don’t reveal the real reasons for subpar employee performance, like insufficient training.
There’s a significant opportunity to apply emerging technologies like artificial intelligence (AI) to this area. Companies can now gather a depth of data during conversations, so they already know how customers feel without having to survey them. On the employee side, what has made agents so valuable in the past is their personal knowledge. Now with AI providing agents with intelligence in real-time, the most valuable agent behavior will become their ability to collaborate and offer up their knowledge to the rest of the organization.
3. Companies will organize around customer centricity
Historically, IT has been the shepherd of digital transformation. But as we all know, teams find ways of serving their own needs, albeit often in the service of their customer, with shadow IT.
As organizations as a whole are becoming more customer-centric, they are increasingly unifying under improving the customer experience to serve the customer’s needs. IT is poised to play a major role here.
When teams like IT are educated about the importance of CX and the metrics that matter, everyone will work in collaboration with one another to find new ways to create a frictionless customer experience. This is often in accordance with what IT is trying to do anyway – maximize efficiency and automate where possible to reduce organizational friction and risk. With an eye on helping employees help customers, systems that reduce internal friction, like simplified toolsets, will naturally translate to a more frictionless CX.
We dig into each of these three areas in our recorded conversation, CXNext Live: A new mindset for a new decade: 3 CX Predictions for 2020. Check it out and be ready as the new decade rolls around.