Also known as CX, or Customer Experience, the term arises from a purpose that goes beyond buying and selling, but which extends to the consumer and the relationship they have with a brand and its products.
It’s no wonder that 80% of consumers are willing to pay more for a better experience, according to data from Forrester Research . And this year, CX will be the main competitive differentiator for companies.
As a result, it is important that this fascinating area is a priority, and to that end, we have separated some of the main customer experience trends in 2024 that you need to know to continue being successful in the coming months.
CX Trends for 2024
Knowing that consumers are increasingly demanding and expect personalized, fluid and memorable experiences across all contact channels, companies that do not invest in Customer Experience will fall behind.
So, escape this scenario with these references:
1. Personalization as a competitive advantage
Personalization is already present in marketing in most companies that are focused on innovating in customer experience. However, for 2024, this is one of the main trends to keep an eye on.
Terms like advanced personalization and hyper-personalization were covered in the past year, which go beyond simply using the customer’s name, but include:
Adaptation of offers and content in real time;
Personalized recommendations based on historical and behavioral data;
Predictive experiences that anticipate customer needs;
However, to reach this level it is important not to skip the efficient collection and analysis of data, whether through machine learning and artificial intelligence or with the use of CRMs and data analysis platforms, such as Google Analytics.
Read also:
Personalization: How does your company handle the experience provided to the customer?
How AI can accelerate the process of hyper-personalization
Here at MATH , for example, we helped Estácio structure its recruitment operation to have a singapore phone number example complete and real view of the campaigns being carried out and improve the understanding of the profile of subscribers.
The goal was to achieve a more personalized relationship with the candidate , facilitating the conversion path with campaigns optimized for each audience.
Understood existing data and defined its use for each candidate profile;
Used hypotheses to understand the best time and channel for conversation;
From this, it was possible to structure the capture rules for a personalized conversation at scale, achieving better results and personalizing conversations.
Other examples of personalization include how Netflix, Amazon, and Spotify use personalization to offer exceptional customer experiences. Whether it’s a series recommendation, product access, or playlists based on your musical taste.
2. Integrating AI and automation to enhance the experience
Another Customer Experience trend for 2024 that will help you improve the way you communicate with your target audience is the Integration of AI and automation .
Two fronts that were also much talked about in the previous year, and based on this it was possible to understand that both, when together, can be used as:
Automation of repetitive tasks and agility of service;
Offering 24/7 support through chatbots and virtual assistants;
Personalization in interactions with customers.
However, despite its use being extremely positive, it is always important to emphasize the need to find a balance between automation and human service, so that customers do not feel undervalued.
Chatbots on websites and landing pages, WhatsApp automation for sending rich content, and quick responses via social media can all be good examples of this use. It is always worth considering the brand's objective, assessing consumer engagement, and exploring the possibilities.
3. Omnichannel for a fluid journey
In 2024, omnichannel is here to stay, as it offers a consistent experience across all contact channels, as long as it is done well.
To be effective, it is important to integrate systems and processes harmoniously, ensuring a smooth transition between channels in order to obtain a unified view of the customer. As in:
Website, app, phone, social media, physical stores, etc.
Integration of channels so that the customer can switch between them without losing context.
Investing in training teams to offer consistent service across all channels helps customers feel valued and understood, regardless of where they choose to interact with the brand.
A good example as a reference is Starbucks, which created an integrated experience for its customers, allowing them to interact with the brand in various ways, whether in person at a physical store, through the mobile app, the website or even through delivery services.
4. Conversion-optimized mobile experience
As always - and as never before - a mobile-first experience must be a priority, as the use of smartphones and tablets for shopping and interacting with businesses is growing exponentially.
Here in Brazil alone we have the 5th largest number of smartphone users in the world, with 118 million users in 2023, according to a survey carried out by the discount platform CupomValido , with data from The World Bank and Statista (data from Telesíntese ).
This year, 72.9% of internet users in Brazil are expected to make purchases online, with 54.2% using their smartphones to make purchases, according to data from Statista .
Therefore, offering an impeccable mobile experience will bring even more positive results. Therefore, keep in mind:
User-friendly and easy-to-use interface;
Content adapted for mobile devices;
Fast and secure purchasing processes.
To achieve these visions, however, you need to understand how your audience behaves. To do this, use:
Google Analytics for monitoring mobile traffic, conversion rate, user behavior, etc.;
Hotjar or similar to use heatmaps and screen recordings to understand how users interact with your website or mobile app;
A/B testing to compare different versions of pages or elements and identify which one generates better results.
5. Data security and privacy as a guarantee of trust
Another point that cannot be left out of this list of Customer Experience trends in 2024 is the concern with data security and privacy.
According to research by PwC Brazil , from 2023:
92% of Brazilian consumers believe that the protection of personal data is important or very important;
87% of consumers are willing to provide their personal data to companies that demonstrate a commitment to security and privacy;
78% of consumers would stop buying from a company that does not protect their personal data.
In other words, in addition to demonstrating care with consumer data, it is important to actually guarantee its security with data encryption and clear and transparent privacy policies.
Some companies that stand out in this regard are:
Apple, with a difference in transparency when publishing its annual report detailing the data requests it receives from governments;
Google, with a safe browsing advantage, as it has integrated security features that protect users from phishing, malware and other online attacks;
Microsoft, which sets itself apart by offering Windows Defender, a free antivirus that protects Windows computers against malware and other threats.
6. Sustainability and corporate social responsibility as a brand differentiator
As previously stated, 80% of consumers are willing to pay more for a better experience. And this also includes the fact that the brand is concerned about being sustainable and/or having social responsibility.
According to data released by Nielsen, 66% of Brazilian consumers are willing to pay more for products from companies that are socially responsible.
Given this, adopting sustainable and socially responsible practices are among the main Customer Experience trends for this year. This means that if your brand is not already working towards this, it can start by:
Reduce environmental impact;
Improve the brand image in a genuine way, not based solely on profit;
Attract and retain customers and talent;
Investing in ESG, as a whole, to expand this culture and explore the possibilities.
Conclusion
Finally, it is fully understood that the application of CX in 2024 is an essential investment for a company's success.
By offering this topic, you can increase:
Customer loyalty;
Sales;
And improve brand reach and image;
Reduce costs.
However, keep in mind that it will be necessary to invest in technologies that help to offer a personalized and omnichannel customer experience, as well as a data-based culture, with a focus on customers and, of course, the training and specialization of employees who will be part of this process.