The Customer Experience in 2020
Organizations should focus on three key opportunities to drive the future customer experience
Think about all the new technologies in the last 5 years that changed the customer experience (CX). Now imagine the same thing over the next 5 years. Scary isn’t it? By 2020, customers armed with more technologies than you can imagine will be demanding more from your organization’s customer experience. So, what can organizations do to create a winning customer experience in the future?
As Gene Alvarez, managing vice president at Gartner, told the audience at the Gartner Customer 360 Summit, the best CX leaders design their CX from the point of view of the customers’ motivations and goals, and then they build their brand around the CX; not the other way around. However, CX projects vary in complexity. Understanding the different components will help organizations focus on specific efforts that, in aggregate, will help improve the CX.
The Future of Customer Engagement
The way customers, employees and enterprises will access mobile applications will evolve significantly over the next five years.
“By 2020, 40 percent of sales organizations will rely primarily on mobile digital technology for their sales force automation initiatives,” said Mr. Alvarez. “The types of devices and nature of application will greatly expand to support processes and real-time communication that were not possible with traditional computing technologies, such as laptops. This means that mobile strategies need to go beyond smartphones and tablets. These strategies must move toward a multichannel approach to encompass and take advantage of concepts, such as the Internet of Things.”
By 2020, recognizing social media as a channel that is in use by the entire organization rather than on a department-by-department basis can help IT leaders and their customer service, digital commerce, marketing and sales counterparts orchestrate a multichannel, multipurpose CX.