Customer Experience for companies is the real factor to invest in for real competitive advantage. Discover with Blendee the 5 trends that will revolutionize the customer experience in 2020.
Technology is constantly evolving, and marketing is certainly no different.In the past decade we have witnessed technological and social changes that have completely reshaped the relationship between business and consumer.In a recent article published in Forbes, Blake Morgan, customer experience futurist, describes 5 trends that will revolutionize the customer experience and will make it the real factor for companies to invest in for their competitive advantage. Multichannel approach, profiling, personalization of communication and offers, but not only: in 2020, companies will not be able to avoid adopting marketing strategies that put the customer, with his interests, needs and aspirations, at the center.
1) Customer experience: room for psychology
For decades, brands have wondered how to succeed in creating relationships with their customers that could give them personalized and extraordinary experiences.While technological evolution has provided the tools, it has also become necessary to change the point of view and consider the customer first and foremost as a person.
Here then, a company’s marketing strategies in this 2020 will no longer be able to ignore a deep understanding of the psychology of its customers and potential customers and their buying behavior.
How does a customer feel about a brand? Does the customer value the service? How can the customer connect emotionally with a brand?Customers who feel they have an emotional connection with a brand will become loyal supporters of the brand, make repeat purchases, and recommend the brand to family and friends.They themselves will thus be interested in creating a continuous and consistent experience with the brand, which, of course, cannot do without technology as a tool to achieve it.
2) From product, to service, to experience: a new paradigm asserts itself.
Already in recent years, consumers’ attention has increasingly shifted from products to services related to them.In an increasingly saturated market, people often choose a brand’s product over that of a competitor, not so much for its functional characteristics, but for the service and, above all, the values that the brand embodies.Consumers are, more often than not, looking for experiences and emotions, and companies are having to rethink many of their business practices, which are often too focused on enhancing the product and its features.
Brands have numerous options when it comes to competing on experience: think, for example, of creating experiential concept stores, teaching customers, providing personalized services or creating communities, and more.
3) Customer experience works if it becomes a business “issue”
In the past, it used to be said that employees were the first true ambassadors of a brand.At the threshold of this 2020, more and more companies have embraced this concept: in order to understand customers, it is appropriate to first understand and invest in one’s employees, creating a strong culture about both products and brand values.
4) Technology and customer experience: innovation in the service of customer relationship
For too long in companies IT services and marketing department have been hoped-for entities.
Today more than mail, technology is proving to be crucial in creating direct and personalized relationships with customers, especially for customer care service.
When IT department and customer care service work together, it is possible to find the perfect balance for handling any complaints and always ensure service focused on customer needs.
5) Customer experience in the B2B world: much remains to be done
While the B2C world has made tremendous progress in creating and personalizing the customer experience in recent years, so much so that it has become a driving force for many companies, there is still much to be done in the B2B world.
There are few companies in the B2B sector that have chosen to put the customer at the center of their marketing and business strategies.
Examples include major brands in the U.S. market such as IBM, which assigns each customer a team of specialists to help them integrate IBM Cloud into their current programs and make the most of the program, and FedEx, which has streamlined customer communication to become one of the most trusted B2B companies.The 2020s will take the customer experience into a new decade.The incredible growth in customer centricity that we have seen in recent years will only continue.
