Ecosystm Predicts: The Top 5 Customer Experience Trends for 2021

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In 2020, much of the focus for organisations were on business continuity, and on empowering their employees to work remotely. Their primary focus in managing customer experience was on re-inventing their product and service delivery to their customers as regular modes were disrupted. As they emerge from the crisis, organisations will realise that it is not only their customer experience delivery models that have changed – but customer expectations have also evolved in the last few months. They are more open to digital interactions and in many cases the concept of brand loyalty has been diluted. This will change everything for organisations’ customer strategies. And digital technology will play a significant role as they continue to pivot to succeed in 2021 – across regions, industries and organisations.

Ecosystm Advisors Audrey William, Niloy Mukherjee and Tim Sheedy present the top 5 Ecosystm predictions for Customer Experience in 2021. This is a summary of the predictions – the full report (including the implications) is available to download for free on the Ecosystm platform.

The Top 5 Customer Experience Trends for 2021

  1. Customer Experience Will Go Truly Digital

COVID-19 made the few businesses that did not have an online presence acutely aware that they need one – yesterday! We have seen at least 4 years of digital growth squeezed into six months of 2020. And this is only the beginning. While in 2020, the focus was primarily on eCommerce and digital payments, there will now be a huge demand for new platforms to be able to interact digitally with the customer, not just to be able to sell something online.

Digital customer interactions with brands and products – through social media, online influencers, interactive AI-driven apps, online marketplaces and the like will accelerate dramatically in 2021. The organisations that will be successful will be the ones that are able to interact with their customers and connect with them at multiple touchpoints across the customer journey. Companies unable to do that will struggle.

  1. Digital Engagement Will Expand Beyond the Traditional Customer-focused Industries

One of the biggest changes in 2020 has been the increase in digital engagement by industries that have not traditionally had a strong eye on CX. This trend is likely to accelerate and be further enhanced in 2021.

Healthcare has traditionally been focused on improving clinical outcomes – and patient experience has been a byproduct of that focus. Many remote care initiatives have the core objective of keeping patients out of the already over-crowded healthcare provider organisations. These initiatives will now have a strong CX element to them. The need to disseminate information to citizens has also heightened expectations on how people want their healthcare organisations and Public Health to interact with them. The public sector will dramatically increase digital interactions with citizens, having been forced to look at digital solutions during the pandemic.  

Other industries that have not had a traditional focus on CX will not be far behind. The Primary & Resources industries are showing an interest in Digital CX almost for the first time. Most of these businesses are looking to transform how they manage their supply chains from mine/farm to the end customer. Energy and Utilities and Manufacturing industries will also begin to benefit from a customer focus – primarily looking at technology – including 3D printing – to customise their products and services for better CX and a larger share of the market.

  1. Brands that Establish a Trusted Relationship Can Start Having Fun Again

Building trust was at the core of most businesses’ CX strategies in 2020 as they attempted to provide certainty in a world generally devoid of it. But in the struggle to build a trusted experience and brand, most businesses lost the “fun”. In fact, for many businesses, fun was off the agenda entirely. Soft drink brands, travel providers, clothing retailers and many other brands typically known for their fun or cheeky experiences moved the needle to “trust” and dialed it up to 11. But with a number of vaccines on the horizon, many CX professionals will look to return to pre-pandemic experiences, that look to delight and sometimes even surprise customers.

However, many companies will get this wrong. Customers will not be looking for just fun or just great experiences. Trust still needs to be at the core of the experience. Customers will not return to pre-pandemic thinking – not immediately anyway. You can create a fun experience only if you have earned their trust first. And trust is earned by not only providing easy and effective experiences, but by being authentic.

  1. Customer Data Platforms Will See Increased Adoption

Enterprises continue to struggle to have a single view of the customer. There is an immense interest in making better sense of data across every touchpoint – from mobile apps, websites, social media, in-store interactions and the calls to the contact centre – to be able to create deeper customer profiles. CRM systems have been the traditional repositories of customer data, helping build a sales pipeline, and providing Marketing teams with the information they need for lead generation and marketing campaigns. However, CRM systems have an incomplete view of the customer journey. They often collect and store the same data from limited touchpoints – getting richer insights and targeted action recommendations from the same datasets is not possible in today’s world. And organisations struggled to pivot their customer strategies during COVID-19.  Data residing in silos was an obstacle to driving better customer experience.

We are living in an age where customer journeys and preferences are becoming complex to decipher. An API-based CDP can ingest data from any channel of interaction across multiple journeys and create unique and detailed customer profiles. A complete overhaul of how data can be segregated based on a more accurate and targeted profile of the customer from multiple sources will be the way forward in order to drive a more proactive CX engagement. 

  1. Voice of the Customer Programs Will be Transformed

Designing surveys and Voice of Customer programs can be time-consuming and many organisations that have a routine of running these surveys use a fixed pattern for the data they collect and analyse. However, some organisations understand that just analysing results from a survey or CSAT score does not say much about what customers’ next plan of action will be. While it may give an idea of whether particular interactions were satisfactory, it gives no indication of whether they are likely to move to another brand; if they needed more assistance; if there was an opportunity to upsell or cross sell; or even what new products and services need to be introduced. Some customers will just tick the box as a way of closing off a feedback form or survey. Leading organisations realise that this may not be a good enough indication of a brand’s health.

Organisations will look beyond CSAT to other parameters and attributes. It is the time to pay greater attention to the Voice of the Customer – and old methods alone will not suffice. They want a 360-degree view of their customers’ opinions.


Ecosystm Predicts: The Top 5 Customer Experience Trends for 2021

The full findings and implications of The Top 5 Customer Experience Trends for 2021 are available for download from the Ecosystm platform. Create your free account to access more from the Ecosystm Predicts Series, and many other reports, on the Ecosystm platform

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Importance of a Data-Driven CX for a Personalised Experience

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5/5 (7) As companies grapple with finding the right balance between managing multiple touchpoints and driving great customer experience (CX), the importance of getting the flow consistent – right communication to the client without spending too much time on re-directing calls or asking questions about a previous call or experience via a touchpoint – is becoming critical. The desire to impress a customer the first time they come into contact with a touchpoint is an area companies are looking to invest in. Using data as a means to understand customer sentiment before the call comes in will give the agent information to prepare them for making appropriate decisions during and after the call.

Case Study – Carsales

I was recently invited to an AWS Connect, Zendesk and Voice Foundry event in Sydney and it was great to hear from Carsales about how they re-invented CX. Prior to making the leap to deploying the solution from AWS Connect and Zendesk, they had been running their contact centre for years using a traditional contact centre platform. Some of the issues they  have faced over the years included the following:

  • Difficult and costly to customise
  • Expensive support costs
  • Expensive and difficult integrations
  • Difficult to extract reporting
  • Downtime for upgrades
  • Difficult to use

These issues are common challenges posed by traditional contact centre platforms. High costs of maintenance and expensive integration costs are some of the challenges I hear of when speaking to end-users. The contact centre and CX industry are at an inflection point where organisations are evaluating how best to drive great CX and at the same time considering how to work with vendors that can help drive innovation in CX. Carsales eventually shortlisted 4 players before making the decision on which cloud provider to work with. They ended up working with Zendesk and AWS Connect.

Carsales recognised the need for a CX solution that could use the data they already have on their customers in Zendesk and Salesforce CRM systems to create a unique experience for each interaction. It was important for them to have a solution that would simplify data warehousing and analytics to make it easier to get a full view of the customer. By integrating the CRM application to AWS Connect as the CX orchestration engine. to bring the contact centre and CRM applications together helped Carsales deliver a personalised CX for their customers.

WHY AWS Connect?

These have come off the points mentioned by Carsales as to why they selected AWS Connect:

  • Cloud-Based (accessible anywhere)
  • No downtime for upgrades
  • Access to Data (Lambda and APIs) via ZenDesk and Salesforce
  • Easy UI
  • Support from implementation partner Voice Foundry
  • Affordable solution
  • Access to great technology such as Speech to Text (Polly), Speech Recognition (Lex) and Analytics (Transcribe and Comprehend)
  • Scalable and customisable call flows

In the global Ecosystm Cloud study, as depicted by the chart below, about 53% of organisations state that increased work processes and efficiency are a key benefit of the cloud.  Nearly half the organisations rate flexibility and scalability and improved service levels and agility as the main benefits of a cloud deployment.

Implementation Learnings

What Carsales found about the AWS Connect solution, is how changes can be made easily. Most configurations can be made by the contact centre staff and there is no need to go to IT.  Their primary aim was to deliver a personalised CX by accessing data from other internal systems (CRM, proprietary databases, etc) and the solution addressed this need.

The advice that Carsales gives to others implementing a Cloud Contact Centre are:

  1. Ensure that you have invested in the network to support voice over IP.
  2. Make sure that your headsets are compatible to ensure full functionality.
  3. Engage with a partner rather than implementing the platform on your own. Although you can implement AWS Connect solution on your own, it can be difficult. Voice Foundry was a great implementation partner.

The Importance of Data-Driven CX

The market is witnessing a shift where organisations are looking for new and more agile platforms for CX. The challenges, as highlighted by Carsales – such as existing solutions being difficult and costly to customise – are some of the common challenges we are hearing from organisations about the limitations of traditional telephony and contact centre solutions. Whilst the traditional vendors still have a majority share of the market, that is changing. Some of the new cloud contact centre vendors are offering new and dynamic ways of driving a better experience for the users of the technology – from agents to those that manage the contact centre solution. The ability to add agents when needed has become easier (without intervention from IT) and cloud provides better security due to the multiple back-ups and redundancies it offers. The ability to reduce maintenance and customise applications with new agile methodologies and APIs are driving a new era in the contact centre market. The single most important area is deep analytics. The ability to have deep analytics to understand the customer better as a starting point before a call, during a call and after the call is critical. Artificial intelligence can be used to better understand customer sentiment and detect trends in customer data.

The shift from traditional contact centres to cloud contact centres is happening and no longer just with mid-market companies. Large organisations are making the shift to the cloud as the benefits are apparent. Implementing a data-driven culture is key to driving a personalised CX. The tight integration between CRM databases and the applications in the contact centre is becoming more important than ever.


Click below to access insights from the Ecosystm Contact Centre Study on visibility into organisations’ priorities when running a Contact Centre (both in-house and outsourced models) and the technologies implemented and being evaluated

Contact Centre Best Practices


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