{"id":5983,"date":"2023-12-26T16:16:04","date_gmt":"2023-12-26T16:16:04","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/better-customer-experience-is-on-the-way\/"},"modified":"2023-12-26T16:16:04","modified_gmt":"2023-12-26T16:16:04","slug":"better-customer-experience-is-on-the-way","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/better-customer-experience-is-on-the-way\/","title":{"rendered":"Better customer experience is on the way"},"content":{"rendered":"


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Marketers will improve customer experience in 2024 so brands can remain competitive and demonstrate to customers that they matter. Every year the bar gets raised. In 2024, keys to customer success will include better personalization delivered at scale by ramped-up automation and generative AI. And better digital content will surface, if organizations put in place the necessary guardrails for generative AI to fuel the anticipated content surge.<\/p>\n

More personalized experiences by humans and AI working together<\/h2>\n

Humans aren\u2019t going to be taken out of the customer experience entirely in 2024. Instead, look for AI-augmented systems to help make experience and service more efficient for marketers and agents.<\/p>\n

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\u201cOrganizations realize that for more challenging issues, customers want to have the ability to connect with a human,\u201d said Keith Kirkpatrick, research director, enterprise applications for The Futurum Group. \u201cAnd when you do that, you want to make that interaction as efficient and as quick as possible. If you have AI helping, you\u2019re going to be able to make sure that agent has the information right in front of them, served up in context, and they don\u2019t need to go hunting around for it.\u201d<\/p>\n

This added context gives customers, as well as marketers, more confidence for higher-priced sales. With AI assistance, B2B and high-end retail will see an overhaul of personalized customer experiences in the year ahead.<\/p>\n

Dig deeper: <\/em><\/strong>Salesforce updates Einstein 1 Platform with unified business data<\/em><\/strong><\/a><\/p>\n

Translating in-person experiences virtually<\/h2>\n

Whether using improved AI-powered chatbots, or delivering more informed experiences fueled by customer data, brands will provide more quality customer interactions traditionally associated with high-end retail.<\/p>\n

\u201cA key focus for retailers and ecommerce brands in 2024 will be transforming great in-person conversations and purchase experiences into natural interactions through messaging apps \u2014 in other words, mimicking the in-store experience in our virtual world,\u201d said Joscha Koepke, head of product at conversational marketing company Connectly.<\/p>\n

He added, \u201cAs retailers increasingly embrace new ways of online and mobile shopping, brands need to bring this luxury brand experience to a broader set of consumers through two-way communication.\u201d<\/p>\n

AI driving experience and customer support<\/h2>\n

\u201cIn 2024, companies that incorporate AI into the customer experience in the right ways will set themselves apart,\u201d said Chris Savage, CEO and co-founder of video marketing platform Wistia.<\/p>\n

AI-generated chat, increasingly, will take the burden off human agents providing customer support. However, the margin of error is slim for assisting customers who just want their problems fixed. But as AI chatbots improve, customers will increasingly welcome these assistants.<\/p>\n

\u201cThe minute this technology is more refined and helpful, every customer will be looking for AI chat support as it will provide instantaneous responses to questions 24\/7 in any language,\u201d Savage said. \u201cAt the same time, having humans available to supplement these chatbots will quickly become a differentiator. There will be questions and issues that only humans can answer, and if customers can\u2019t easily gain access to a support team when needed, their company loyalty may begin to waver.\u201d<\/p>\n

Customer expectations will climb, demanding more personalization across all channels, including mobile apps.<\/p>\n

\u201cAI will allow for so many more edge cases and ways to personalize the customer experience, and we\u2019ll start to expect all apps to feel like they have a much better understanding of us and our preferences,\u201d said Savage.<\/p>\n

B2B marketers will use video for better trust and accessibility<\/h2>\n

Generative AI has applications that extend far beyond intelligent chatbots<\/a>. The technology can be used to power transcription and make video more successful. As a result, B2B marketers will have more meaningful, accessible videos to help drive customer experiences.<\/p>\n

\u201cIt\u2019s becoming clear that the B2B marketing landscape will undergo a transformative shift around accessibility, video and AI in 2024,\u201d said Jennifer Griffin Smith, CMO for digital experience company Acquia. \u201cFurther, as businesses recognize the diverse needs of their audience, digital and communication accessibility will be paramount.\u201d<\/p>\n

Expect the wider use of subtitles and voiceover in video to build trust with customers who have disabilities and preferences for captions. Meeting these expectations will help build customer trust in the new year, even as marketers face challenges to trust related to data security and privacy.<\/p>\n

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Using AI to pre-screen experience as content surges<\/h2>\n

One of the promises made in 2023 by the rise of generative AI is the ability to scale content. With content surging, the need for quality control also increases. To meet this challenge, AI will come to the rescue again.<\/p>\n

\u201cWe\u2019re seeing the beginning of an onslaught of AI-generated content,\u201d said Bryan Whitaker, CEO of data technology company Statara. \u201cUnless AI prompts are topnotch, or human editors are involved, content still runs the risk of having embarrassing errors, coming off as robotic, and being glaringly inauthentic.\u201d<\/p>\n

\u201cThe surge in content production means that existing approval workflows will become unsustainable,\u201d said Levi Matkins, CEO of mobile marketing platform LifeStreet. \u201cTraditionally bogged down by multiple checkpoints and a lengthy creative process, generative AI will compel companies to reevaluate and streamline these processes. Brands serious about leveraging AI might train models to pre-screen content for brand compliance, using AI as a first line of defense.\u201d<\/p>\n

The result is that brands will be able to produce more content confidently. And with more efficient content production workflows, marketers will be able to concentrate on compelling ideas instead of the nuts and bolts of approval and distribution.<\/p>\n

\u201cWith the increasing ease and affordability of content creation, the focus will shift from execution to ideation,\u201d said Matkins. \u201cThe quality<\/em> (versus the quantity) of content ideas becomes the differentiating factor in a market where execution is no longer a barrier. This shift will put a premium on creativity and strategic thinking, pushing brands to invest more in developing unique and resonant concepts that can be quickly brought to life through AI.\u201d<\/p>\n

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AI will boost marketing and sales readiness<\/h2>\n

In the new year, marketers and sales representatives will be using AI in important client meetings, improving readiness.<\/p>\n

\u201cWhether it\u2019s using AI to instantaneously surface the most compelling pitch deck, talk track or playbook, AI will enable sellers to show up as trusted advisors, earning buyer confidence and becoming indispensable to the customer journey,\u201d said Hendrik Isebaert, CEO of sales enablement platform Showpad. \u201cIn addition to sales meetings, AI will also be leveraged to augment the role of the internal sales coach, making sales development programs smarter and more scalable.\u201d<\/p>\n

CMOs more hands-on with service<\/h2>\n

\u201cIn 2024, the role of the CMO will become more heavily entwined in the efforts to build stronger customer experience and interactions,\u201d said Josh Mueller, CMO for cloud-based technology company Avaya. \u201cIn the contact center, specifically, expect to see CMOs closer to the content delivered in the contact center through campaign messaging, contact center agent training, or hands-on roles in applying AI to call routing.\u201d<\/p>\n

The other side of this development is that service data will have a bigger voice internally.<\/p>\n

\u201cThe customer will have a stronger voice in the boardroom thanks to the power of AI,\u201d said Cynthia Sener, President GTM at brand intelligence company Chatmeter. \u201cAI is poised to revolutionize marketing by turning large volumes of unsolicited customer feedback into actionable, strategic insights. Brands embracing the power of AI to extract key themes and sentiments about customers\u2019 real-time, honest experiences with their products and services will outshine competitors.\u201d<\/p>\n<\/div>\n


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