5 Ways Customer Experience Management Will Evolve in 2015
For the past year, marketers in the know have been talking about customer experience; however, most organizations still haven't adapted and evolved in the face of this coming trend. In 2015, it's now or never for customer experience. Brands will need to adapt or get left behind. Here are five predictions for how customer experience will evolve in 2015:
1. Long live the customer. Brands will focus on forging lifelong relationships with customers, which requires exceptional customer experience. Online pricing comparisons and same-day shipping have neutralized factors like cost and availability that retailers could once rely on to stay ahead. In this new landscape, organizations need to use all the data at their disposal to create personalized, relevant shopping experiences. Brands must think outside the box, offering loyalty programs, compelling offers and predictive advertising to attract and retain customers, as well as maintain a competitive edge in the crowded market.
2. Context through a single lens. Retailers have already begun to realize the benefits of connecting all of their customer data to an individual, which will only become more evident as data continues to multiply. A single integrated view of the customer gives marketers a cohesive and contextual understanding of that individual, ultimately providing the platform for creating personalized and relevant experiences at scale.
3. The Internet of Everything goes mainstream. While the Internet of Things has been buzzing for a while, only a handful of companies are translating this connectivity into exceptional customer experiences. In 2015, the systems that collect the massive data output from connected devices will finally sync with customer experience management platforms. We'll see smart devices in the home trigger integrations between social profiles and physical advertisements, providing a seamless customer experience across devices.
4. Customer experience spans the org chart. More companies will incorporate customer experience across the org chart, not just marketing and customer service. In this new world, job functions will overlap. For example, the role of the merchandiser will increasingly resemble content marketing, offering a prospects everything they need to know to make a purchasing decision. We'll also see the rise of a new CEO (the chief experience officer), an executive who leads the charge for analyzing customer behavior, building brand consistency and maintaining relationships with loyal customers.