Without technology, the cross-channel capabilities, automation and personalisation that make great customer experiences (CX) wouldn’t be possible.
With new trends and vendors springing up all the time, it can be hard to know where to invest your time and money. So as 2021 draws to a close, we’re predicting the top 3 technologies that will drive operational efficiency, boost revenue and enable fantastic customer experiences in 2022.
1. Customer journey orchestration and visualisation
The last few years have seen organisations change how they measure CX. Instead of focusing on vanity metrics, they’re increasingly looking at the link with outcomes like revenue generation and cost optimisation.
This shift means you need the ability to drill into customer journeys, so you can identify opportunities and eliminate bottlenecks. As a result, journey visualisation and orchestration will be vital in 2022.
To make this less overwhelming – especially when there are numerous touchpoints across different channels – you need technologies that bring together disparate data sets and give a bird’s eye view of the entire journey. Once you have this end-to-end view, it’s easy to see which parts work and which don’t. For example, Customer Journey Tracker visualises each touchpoint across all online and offline channels, so you can spot opportunities for automation and optimisation in real-time.
You then have the evidence base for better decision making that drives measurable business outcomes.
2. Artificial Intelligence (AI)
AI is the backbone behind hyper-personalised customer experiences that increase conversion rates, drive loyalty and boost satisfaction. 2022 will therefore see an increase in AI adoption across many areas of CX.
Indeed, as the volume of data available increases in the next 12 months, we’ll see AI really come into its own, with the likes of machine learning playing a more significant role in improving digital experiences. This will manifest in many ways, such as:
- Next Best Action, an AI module that uses machine learning to determine the best next step in a customer’s journey. It analyses signals across touchpoints and channels in real-time, and uses predictive analytics and adaptive self-learning models to decide which is the best one to direct customers towards.
- Cross-channel Chatbots, which work seamlessly across SMS, email, WhatsApp, Web Chat, Facebook Messenger, RCS and more. This means that, as customers move from one channel to the next during their journey, they’re instantly recognised and their query can be picked up without the need to repeat their situation.
- Information security, where AI-powered identity and verification (ID&V) processes make multi-factor authentication, one-time passwords and secure message sending easier – while enabling seamless Strong Customer Authentication (SCA) and PSD2 compliance.
3. Traditional and Conversational IVR
As more customer journeys move online, it’s natural to focus on digital channels. But no matter how slick and seamless your online experience is, there will always be customers who need (or prefer) to call.
2022 will therefore see businesses upgrade and invest in more traditional channels like voice. With the right technology, organisations can drive operational efficiency by deflecting calls (which cost a massive 77% more than web chat) and freeing up agent resources to focus on more complex queries.
AI-powered, NLP-driven Conversational IVR enables this. Customers can immediately speak to a Chatbot, which provides a human-like experience because it remembers preferences and understands intent. They can therefore self-serve directly within the IVR, speeding up resolution and easing pressure on your call centre. This allows you to maintain customer expectations for seamless service – but also to drive a significant cost reduction and to improve efficiencies.
Following the instability of 2020, 2021 has been a year of adjusting to the new normal in terms of CX and operations. 2022 will be a time for increased technology investment as brands compete to win loyalty based on their customer centricity. These 3 trends provide a firm foundation for excelling in that competition.
To learn more about 2022 CX trends, read this whitepaper.