OF CX 2020 CX TRENDS WATCH THE FUTURE - 5 trends that are shaping the customer experience for 2020 and beyond - TTEC.com
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CX TRENDS WATCH THE FUTURE OF CX 2020 5 trends that are shaping the customer experience for 2020 and beyond
AN EYE ON CHANGE
We’re at a tipping point in the customer
experience. Advances in automation,
AI, and other technologies are
influencing the quality of engagement
and support that customers receive
while also improving cost efficiencies.
But this doesn’t mean business leaders
can relax. As customers continue to
seek easy, effective, and personalised
interactions with brands, it’s critical that
companies stay ahead of expectations.
So, here are the 5 top trends that are
shaping customer experiences next
year and beyond.
TREND #1
RPA & conversational AI maximise human connections 1
TREND #2
AI propels demand for skilled humans 3
TOP CX TRENDS TREND #3
Customer effort breeds loyalty for customers on the go 5
TO WATCH FOR 2020
TREND #4
& BEYOND Customers demand deeper personalisation 7
TREND #5
5G lays the foundation for more powerful CX 9
Stay ahead of future CX trends 11
TREND #1 By 2020, 50% of
analytical queries will
RPA & CONVERSATIONAL be generated via search,
AI MAXIMISE NLP or voice, or will be
automatically generated.
HUMAN CONNECTIONS Source: Gartner
The intersection of robotic For example, an AI chatbot
process automation (RPA) that understands customer
and conversational AI (e.g. intent, such as to file a complaint,
chatbots and smart speakers) is might engage a task-oriented
transforming customer support RPA bot to gather additional
and the role of human associates. data so that humans can focus
on high-touch conversations
What it means for CX: that require empathy and
The right balance of bots and emotional intelligence.
humans means shorter wait times
and giving customers the type of
support they need, when they
need it.
1 | Trend Watch 2020
TREND #1
Trends in action:
Businesses are exploring more
ways for chatbots and RPA
bots to be used across the
organisation beyond contact
centres such as for:
Outbound marketing campaigns
Sales operations
Employee-facing engagements
TIP
Use bots internally and have
associates correct the bots’
mistakes before exposing
them to customers.
Trend Watch 2020 | 2
TREND #2
What this means for CX:
AI PROPELS Smarter automation and AI are
making Tier 1 associates obsolete. Expect a growing demand for
THE DEMAND But for questions that stump contact centre associates who
FOR SKILLED bots, companies want to make can handle complex customer
sure associates have the skills and interactions. As a result, customer
HUMANS
training to provide the service organisations are starting
best answers. to reimagine their workforces and
even charging more for human
However, problem solving,
support as a premium service
critical thinking, innovation,
and creativity are the top soft
skills missing among workers, Over 50% of HR professionals
according to a survey of HR feel that skills shortages have
professionals by SHRM. worsened or greatly worsened in
the last two years.
Source: SHRM
Trend Watch 2020 | 3
TREND #2
Trends in action:
Transcription service Rev charges
more for transcriptions by
humans versus its AI tool.
Jyve, a skills marketplace,
developed a platform that routes
work based on a person’s skill set,
experience, and availability.
TIP
Ignore generic skills
assessments—define the
qualities and skills that are
most relevant to your business
needs and base your screening
and assessment process on
those qualities.
Trend Watch 2020 | 4
TREND #3
CUSTOMER EFFORT BREEDS LOYALTY
FOR CUSTOMERS ON THE GO
At a time when customers expect
fast, convenient experiences,
What it means for CX:
Understanding where friction occurs
96%
customer effort matters more than at key customer touchpoints and of customers with a high-effort
service interaction become more
ever. As Harvard Business Review quickly solving those issues is critical
disloyal compared to 9% who have
noted, “Delighting customers doesn’t for improving the overall customer
a low-effort experience.
build loyalty; reducing their effort— experience and retaining customers.
Source: The Effortless Experience by Matthew Dixon
the work they must do to get their Expect more companies to look for
problem solved—does.” ways to make it easier for customers
to do business with them.
5 | Trend Watch 2020
TREND #3
Trends in action:
In a recent global Metapack
survey, 58% of respondents
said they prioritised purchasing
TIP
goods from one site over another
because it provided more
delivery options. Reducing customer effort
doesn’t mean eliminate all
Lemonade Insurance uses AI to
interactions with the company.
give quotes within seconds and
Self-service solutions are
evaluate claims quickly.
best for fast services, such as
resetting a password.
But for high-value customers
that show signs of churn, offer
them an opportunity to
connect with your most
knowledgeable associates.
6 | Trend Watch 2020
TREND #4
CUSTOMERS
DEMAND DEEPER
PERSONALISATION
Nearly 70% of companies rated
personalising the customer
experience as a top priority in
a 2018 study by EverString and
Ascend2. As personalised CX
becomes the norm, businesses
need to be more strategic
and data-driven in how they
engage customers.
Only 22% of shoppers
are satisfied with the level
of personalisation that
they receive.
Source: Segment State of Personalisation report
7 | Trend Watch 2020TREND #4
Trends in action: TIP
DTC brands are selling products Esri uses AI to extract Just because you can
that are individually formulated information from leases, personalise an experience,
or curated based on information contracts and other documents that doesn’t necessarily
that customers share about to give real estate clients mean you should. Always
their lifestyle, hair type, hyperlocal data to optimise their ask, how does this tie into our
body measurements, and real estate portfolios. customer strategy and increase
other factors.
conversions?
Trend Watch 2020 | 8TREND #5
5G LAYS THE
FOUNDATION FOR
MORE POWERFUL CX
While it’s still early days, the What it means for CX:
proliferation of fifth-generation 5G could give companies
cellular networks—5G for short— the opportunity to offer new
is set to bring significantly faster levels of data-driven
data-rich experiences. engagement to their customers
thanks to greater speed and
For consumers, think of connectivity capabilities.
downloading an entire movie
within seconds. For contact
centres, think of high-quality
video conferencing and the ability The APAC region will be the
to take real-time actions based on leading investor in 5G over the
data that’s collected and analysed next seven years, contributing
during the call. more than 1/3 of global capex on
next generation networks.
Source: GSMA Intelligence
9 | Trend Watch 2020TREND #5
Trends in action:
5G trials that include VR and AR
features in gaming applications
are being rolled out globally.
More powerful AR/VR
applications are possible (IKEA’s
Place app already lets customers
to see how more than 2,000
items in its catalogue would look
and fit in a room.) TIP
Before diving into 5G, think
about which parts of your
brand’s core customer
experience would benefit
from 5G capabilities and how
it integrates into the overall
customer strategy.
Trend Watch 2020 | 10STAY AHEAD OF
FUTURE CX TRENDS
Explore Stay focused on the customer Be consistent
Excellent customer service is not a Look to your customers before other Don’t undermine your transformation
one-time project. It’s about embracing a stakeholders to decide which CX trends efforts by only improving one part of the
culture of innovation that systematically matter most to your business. customer experience. Remember that
and continuously seeks better ways to use customers expect great service across all
technology, data, and operations. Be prepared
Invest in long-term growth by upskilling relevant channels.
Work strategically your workforces, empowering employees,
As enterprises reimagine and exploring new labour models.
their operations around automation, AI,
and humans, optimise around each one’s
strengths and weaknesses for
the best results.
11 | Trend Watch 2020About TTEC:
TTEC Holdings, Inc. (NASDAQ: TTEC) is a leading digital global customer experience (CX) technology and services company focused on the design,
implementation and delivery of transformative customer experience, engagement and growth solutions. The Company’s TTEC Digital business provides
insight-driven, outcome-based and AI-enabled omnichannel cloud platforms and CX consulting solutions and its TTEC Engage business delivers operational
excellence through customer care, acquisition, retention, fraud prevention and detection, and content moderation services. Founded in 1982, the Company's
48,000 employees operate on six continents across the globe and live by a set of customer-focused values that guide relationships with clients, their
customers and each other. To learn more about how TTEC is bringing humanity to the customer experience, visit www.ttec.com/asiapacific.
©2019 TTEC. All rights reserved. 71669 11/19
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