How the ideal customer experience will change in the near future

In the last decade, the ways in which we interact with businesses have changed drastically. Customer experience (CX) has become a field that is constantly evolving, and constantly seeing new iterations of what it means to serve a customer.

Already, we’ve seen substantial transformations in recent years. And it’s more than likely that the near future will see the adoption of newer, more innovative iterations. With that in mind, here’s a closer look at how the ideal customer experience will change in the near future.


Brand engagement and chatbots

Brand engagement can be described as the ways customers engage with a business’s marketing initiatives. This is one of the most important parts of the customer experience, and has shifted a great deal in recent times. Whereas in the past you’d typically speak to a human, many businesses have now implemented chatbots as the first point of contact for customers.

Chatbots have become a normalised component of most instances of brand engagement.

Today’s chatbots, however, still have their limits. While particularly helpful for handling FAQ, they can be inefficient (and, when deployed poorly, even annoying) for customers looking for more in-depth information or instruction. But most likely, not for long.

As a result of technological innovation, chatbots are becoming more and more helpful and easy to communicate with each passing year. Many of the biggest names in tech, in fact, are pouring resources into developing new forms of conversational AI technology. So, chatbots are set to make further gains when it comes to addressing customer questions and concerns.


Continuity between mobile and desktop platforms

Smartphone use is now commonplace among people of all ages across the world. As a result, many businesses have been focusing on crafting more enjoyable experiences for customers on mobile devices. One important aspect of this is the continuity between mobile and desktop platforms.

To keep up with demand and appease customers, businesses have begun to craft mobile and web platforms that are able to work in tandem with each other. So, customers experience smooth and seamless transitions going back and forth between the two.

This form of seamless continuity will likely become more ubiquitous in the next decade for most – if not all – businesses with a digital presence.


A more personalised experience

As we delve deeper into the future, digital customer experiences will become more and more personalised and suited to unique preferences. Indeed, this is already happening. From personalised music recommendations to personalised shopping suggestions, many modern companies are already pouring effort into creating bespoke experiences for audiences.

And this is set to progress even further. Eventually, different customers will be presented with different web or mobile layouts based on their preferences. All supported by AI chatbots that present themselves to address problems, questions, or concerns dynamically.


Virtual and augmented reality

Many of the seeds of the futuristic ideal customer experience have already been planted. The fields of virtual and augmented reality, however, are ones that many aren’t yet familiar with. When it comes to customer experience, these technologies can radically transform how consumers engage and interact with brands.

Soon, consumers will be able to feel as if they’re transported into a digital space. In turn, this will allow businesses to leave more interactive, creative, and lasting impressions on their customers.


Problems that may arise as a result of CX advances

Though advances in the technologies surrounding customer experience will likely bring with them a slew of benefits, they may also come with their fair share of problems. One of the biggest problems that may arise is the widening of the digital divide.

The digital divide refers to the divide between people with access to technology and those without it. It can come in several forms, ranging from people not being able to afford technological devices to people being physically unable to utilise digital technology.

For many, new forms of customer service may improve the experience of interacting with brands. But these tech innovations may alienate others who are unable to engage with technology in these ways.


Entering a new world of ideal customer experience

The ways that brands attempt to sculpt the ideal customer experience have evolved rapidly over the last decade. Brands have had to transform the way they engage with consumers to keep up with the pace of technological advancements.

As new technologies become commonplace, the ways that businesses engage with their customers will change even more. And though this may seem like a distant future to many, it will likely come sooner than expected.


Author bio

Ryan Ayers has consulted a number of Fortune 500 companies within a wide range of industries including information technology, healthcare, and AI. After earning his MBA in 2010, Ayers began working with start-up companies and aspiring entrepreneurs in the technology and healthcare space.