Customer experience is going to change, mainly thanks to predictive analytics. Every course, article or expert says that Customer experience is fundamental, and it is true, but almost nobody discusses its future.
How is CX going to change? Which trends are going to explode in the next few years? And most importantly, how AI and prediction are going to play an important role?
If you want to know, keep reading!
What is Customer Experience?
Customer experience, or CX, is everywhere in a connected world. Every time there is a connection, an exchange between a customer or a prospect and a brand, we can talk about customer experience.
HubSpot defines it like this: “[…] customer experience (CX) refers to the sum of every interaction a customer has with a business, both pre-and post-sale”.
You have a customer experience when you discover a new website or buy groceries from your local online store.
You are having a new customer experience when you follow an online webinar or fill in a form to subscribe to your favourite newsletter (have already joined our incredibly crafted one?).
It is the reason why you need to care about it a lot. If customer experience isn’t working well enough, your customers may decide to abandon your website – or, even worse, your brand – to discover something new that suits them better.
Customer experience requires many skills in 2021, which is why you need a real strategy to achieve a CX that satisfies your customers and their expectations.
You need to focus on your service, target, goals and tactics to develop something that can work at its best.
Let’s dig deeper into the subject to understand why it matters for digital marketing strategies and what its future looks like.
Three uncommon reasons to keep going with a good CX
Okay, now you know we love customer experience, and we believe that it is one of the most valuable assets for a brand.
Here, three uncommon reasons to take care of your CX like a treasure.
- A successful Customer Experience helps revenue. If you can keep your clients happy and satisfied, they will probably keep buying from your brand. Humans are creatures of habit: it is easier to keep a customer than gain a new one. If you give your clients a catching and delightful CX, they will be even happier to buy from you, and they may spend a nice word about the brand with their acquaintances. And all of this only because of an excellent CX! It is worth it, what do you think?
- It creates a stronger bond between brand, customers and employees, too. If your brand has a great CX, it is more probably that your employees feel more committed. People will complain less and your colleagues won’t need to manage bad situations. Committed employees are great brand ambassadors. That’s crucial for any brand to be more competitive and cohesive.
- It makes you better as a company. It may sound a bit weird, but it is also true! Not only in terms of relationship with customers and team, but also because it makes you eager to improve, making your brand more human and careful, and creating the basis for brand advocacy.
What is predictive analytics, and how it matches with the future of customer experience?
When Customer Experience and predictive analytics match, it is a perfect moment of boost and development.
However, what is predictive analytics, and why is it so crucial for the future of CX?
Let’s begin from what it does – thanks to data and machine learning. It helps to predict future outcomes based on historical data.
It is a fundamental tool for brands and companies to solve several problems, from implementing marketing campaigns to improving operations and reducing eventual risks.
The most critical element is that it takes the data and transforms it into usable insights about the future with a reasonable degree of precision.
The methods to achieve predictive analytics are numerous and various, for instance, big data and machine learning – and here it is where AI comes to help.
To say it in the words of Paul Gaynor, partner at professional services firm PwC: “Advanced business analytics gives you the ability to see and predict everything, everywhere. Every interaction with customers, every moving part in your supply chain, every financial transaction, anywhere in the world.”
If you can better understand what is more likely to happen, you will have the power and knowledge to direct the events and the processes in a way more profitable and valuable for you.
In GhostwriterAI, we use predictive analytics in many of our products.
Mixing up prediction and data can lead to an exquisite Customer experience with all the benefits of a more “knowable” future, as much as possible. It translates into immediately usable bits of information to improve the way customers see a brand.
We are going to see how.
The future of customer analytics: the importance of predictive analytics
Now it is time to talk about the future!
No panic, we are not going to ask you where you see yourself in five years.
Thanks to predictive analytics, technology, and new mindsets, we will explore how customer experience will evolve in the upcoming years.
Thanks to predictive analysis, the future of CX seems bright and full of perspectives. As usual, data is our game-changer, the element that can transform a Customer experience from bland to extraordinary.
Nowadays, surveys are not the most accurate way to understand how a business is going. They can serve well for some purposes, but analyzing customer experience is not among them.
The reason is that they are too vague, unspecific and limited for the needs of 2021 businesses.
So, where does the future of customer experience lie? In predictive analytics!
The benefits of predictive analytics for a stellar customer experience
Hyper-personalized marketing strategies and content. When it comes to customer experience, marketing is strictly bound to it. A personalized and tailored marketing strategy allows to show every customer a message perfect for them, and it also translates into a better customer experience. You will forecast what your customers need, and you will give them in no time.
Imagine that you know what your customers want, and you make your website perfect for them in every aspect. Their journey will be flawless, easier and faster to complete, leading to a better customer experience, an improved awareness of your brand and a loyal client.
Faster journey and shipping. If a CX works well, it also works… faster! Thanks to predictive analysis, you can build a customer journey that fits your customers’ needs so well that they don’t have to redo or rethink the same step a million times.
In this way, the time spent on your website may be a little shorter, but with great help for your brand awareness and your sales department!
Better forecasting. Prediction is a massive help in several parts of customer experience, including the definition of target and segment.
Thanks to data and prediction, you can forecast customers’ needs or changes in customer behaviour. It will lead to a better understanding of the actions to take to provide a CX that is always at its top shape.
Mixing up customer experience and predictive analytics is essential for any brand that wants to be up-to-date in 2021.
However, it may not seem so easy.
The predictive analysis comes to help in creating the most modern and futuristic kind of experience possible. Remember that – the CX journey is only at its beginning!