For years, we’ve all said that the future of customer experience lies in new technologies. Time has taught us that this claim was a bit reductive.
Now digitized, companies must rethink the relationship they have with their customers, more than ever. The question is no longer which technology to use, but rather for what purpose. If 2022 will have been the year of the digitization of activities, 2023 will be the year of intelligence for the benefit of the customer.
Gamification, a new era of customer and employee experience
Traditional performance measures are now ineffective. And especially now, when remote work models prevail. Companies must therefore recreate a team spirit with a virtual network of collaborators and think about a way to manage performance that generates more engagement, motivation and productivity. It is in this context that gamification and performance management come into play. This method will create a more engaging employee experience by changing the way KPIs are approached as well as their management. The key indicators of an operation’s success will be more understandable to the teams. This change must take place regardless of the employee’s position, as long as he is dealing with customers. In 2023, companies will also be able to use this data gamification to personalize their approach to performance management, competence development and thus improve the customer experience.
The Metaverse, a customer support channel
The metaverse is no longer a distant fantasy for video game or science fiction enthusiasts. While it may seem off-topic to some industries, Metaverse is increasingly aimed at the general public. Universities are now setting aside courses dedicated to Web3 concepts as well as NFTs or blockchain. Retailers are optimizing their digital environments to enter the metaverse by creating an innovative brand experience.
Take Nikeland, for example, the virtual world created by Nike where fans can interact with each other, test products and take advantage of promotions. To date, 7 million people have already visited Nikeland since November 2021. As part of a customer experience, all businesses should view the metaverse as a burgeoning customer support channel. Although it may seem premature to prepare for the metaverse for most companies (like the adoption of social networks, messaging applications or video), it should not be missed. It doesn’t make sense to wait for the metaverse to mature. Companies need to start thinking about strategies to include it in their connected experiences today – so they can interact phygitally.
Talent shortage will become permanent
With more than one in five French people aged 65 or over by 2030, companies must organize now to anticipate the impact this aging population will have on the workforce. Starting this year, they adapted their human resources models to deal with the talent shortage that began with the Great American Retrenchment and then imposed itself in France.
Next year will see the emergence of more and more digital models, in a transversal way. Interactions have gone digital, companies must be able to adapt and at the same time accept a reduction in their workforce. And this is where new technologies come in. Far from the accepted view of a technology that is the enemy of employees, it must be an asset up the sleeve of companies, helping them to handle the additional workload by centralizing and streamlining the simplest tasks. Automating these tasks can also allow customer service to highlight relevant information and thus adapt in real time.
Employee well-being, a key issue
Work-life balance will become even more crucial next year to attract and retain talent. They are looking for positions that guarantee them real flexibility in the management of their work. This development can take many forms: a completely remote working, hybrid organization or even on à la carte schedules… Employees must be able to adapt their working hours to their personal lives and not the other way around. In addition, companies need to make trade-offs to reduce stress in the workplace.
Working with customer support during an inflationary period means coming into contact with worried and demanding customers, and this can be particularly anxiety-inducing. Technology helps agents provide better answers and better customer support. This will particularly involve content created by artificial intelligence. The technology is finally able to optimize the agents’ tasks and avoid the most simple and boring tasks, especially thanks to the self-service functionalities. Agents have more time to devote to more complex tasks and training.
Customer experience will become a strategic asset
Clearly at the heart of operations, customer service is not seen as essential to the vitality and performance of organizations. But companies that have made the strategic choice to put customer experience at the center of their roadmap are already seeing the benefits. Take the example of banks. A recent study by FT Longitude established a correlation between a financial institution’s financial success and the quality of its customer experience. According to this report, 61% of bank CEOs say customer experience expectations continue to rise! A reality in the banking sector that can be transferred to other industries. In today’s experience economy, companies can no longer afford to neglect their relationship with their customers. Whether it’s about attracting and retaining customers and employees, improving the brand’s reputation or achieving financial goals, the experience is important!