Khám phá 9 xu hướng trải nghiệm khách hàng mới nhất năm 2024

In 2024, customer experience (CX) trends are continuing to evolve rapidly and present new opportunities for businesses.

From the excitement of virtual reality to the rise of artificial intelligence and video marketing, join OMN1 Solution in exploring the key trends that businesses need to focus on this year to optimize customer experience management and gain a competitive edge in the ever-changing market.

User Experience Quality Drives Revenue

Enhancing customer experience is an ongoing strategy that demands continuous updates, changes, and refinements. Understanding the CX trends of 2024 will help you integrate them into your strategy ahead of competitors and thus gain an advantage in the customer acquisition battle.

According to a study by Metrigy, customer experience was identified as the top priority for companies when investing in technology in 2023. It is estimated that around 65% of companies planned to increase their investment in customer experience, averaging 24% of the budget. The trend of customer experience is consistently updated across all organizations.

Currently, this factor is being improved to boost sales and foster closer relationships with customers. While it represents a significant implementation opportunity, challenges remain, including incomplete technology adoption and limited capability to meet user demands and expectations.

Customer Experience Trends for 2024

1. First-Party Data Collection

In 2024, the future without cookies is expected to become even more prevalent. Google is anticipated to completely ban third-party cookies for Chrome users by mid-year.

This is good news for customers who are looking forward to a cookie-free future for controlling their data and how it is used. Hence, first-party data collection becomes a central and crucial trend for customer experience, driving brand loyalty and trust.

First-party data refers to the information you collect directly from prospective customers and site visitors. Such data sources could include your website or your social media channels.

Adding customer behavior tracking will enable you to monitor customer actions and behaviors, and then integrate this data into your CRM or CDP.

Ultimately, you can request customers to share their preferences, opinions, and expectations when they sign up for your newsletter or through surveys.

First-party data is of higher quality, more accurate, and relevant because you are the one collecting it. Therefore, enhancing first-party data collection will help you improve customer experience and elevate your strategy to the next level.

2. Omnichannel Approach

On average, customers interact with a brand through 9 touchpoints, and more than half of these interactions occur online. Consequently, implementing an omnichannel approach is standard practice in today's business environment.

An omnichannel approach, as one of the customer experience trends, involves not just being present on multiple channels but also delivering a consistent customer experience across all touchpoints.

A simple example: if a customer interacts with an ad for specific products on social media, consider this when they visit your website—you can offer relevant suggestions or display a pop-up directing them quickly to the product page they’re interested in.

Most importantly, tracking and processing customer behavior information across different communication channels provides you with the aforementioned first-party data. This means each communication channel becomes a personal data source that can replace third-party information sources.

3. Hyper-Personalization

Personalization plays a crucial role in developing a consistent customer experience across all channels. This means businesses need to consider past interactions with your brand to develop relevant future messages (recommendations, offers, etc.).

Multichannel communication contributes to marketing cost savings of 10-30% and can boost revenue growth by 5-15%. However, for customers already familiar with the concept of personalization, they demand new solutions from businesses to meet their unique needs.

This is why hyper-personalization will be a key customer experience trend in 2024.

Hyper-personalization involves analyzing each customer’s behaviors and preferences based on real-time data to immediately provide what they want.

However, diving deep into individual customer data can be challenging. Thus, hyper-personalization can only be achieved with automated data collection and analysis processes.

4. Leveraging AI for Customer Experience

According to Medium's forecasts, AI will become an indispensable tool for business owners looking to improve customer experience by 2024. This is due to the urgent need for hyper-personalization and the extensive data-related tasks, making these two CX trends go hand in hand.

Several reasons AI can become a decisive factor in your personalization strategy and overall marketing efforts include:

• AI processes data in real-time, allowing you to quickly respond to changes in customer behavior.
• AI identifies trends in the data, enabling you to predict customer needs before they even realize them.
• AI helps save time by eliminating repetitive tasks, such as A/B testing, facilitating more efficient planning and strategy development.

A recent survey of retail executives found that 48% expect AI to revolutionize the industry within the next 3-5 years. Additionally, 35% are using AI on a large scale, and 59% have even reported improvements in customer experience through AI adoption.

Therefore, leveraging AI in 2024 is imperative if you want to meet the rapidly growing customer demands and outpace your competitors.

5. Voice Assistants

Artificial Intelligence (AI) can work not only with customer data but also directly with customers.

Currently, the number of voice assistants like Microsoft's Cortana, Apple's Siri, and Amazon's Alexa is increasing annually and could reach 8.4 billion by 2024 (in simple terms, everyone could have a personal assistant).

The primary goal of voice assistants in e-commerce is to simplify and speed up the search for goods based on customer requests.

It is expected that by 2025, the value of transactions facilitated by voice assistants will reach $164 billion. Therefore, implementing voice assistants is a customer experience trend for the coming years.

A research in 2023 clearly demonstrated how these tools improve the customer experience. Some survey participants reported that voice assistants have increased the efficiency of their shopping. Others highlighted that their shopping time has significantly decreased because virtual assistants understand their needs well.

Therefore, simplifying the search for suitable products will make a difference in sales and buyer loyalty to brands.

6. AI Chatbots

The chatbot market is expected to grow at an impressive rate of 23.9% CAGR (Compound Annual Growth Rate) by 2030. However, traditional chatbots will give way to advanced artificial intelligence (AI) chatbots.

Traditional chatbots have predefined conversation flows based on common instructions and frequently asked questions. In contrast, AI chatbots determine customer intent and provide the most appropriate solution in real-time without any pre-prepared scripts.

Additionally, AI chatbots have advanced omnichannel communication capabilities, integrating into various platforms. In the future, chatbots could even mimic natural language and completely replace customer service staff.

Therefore, AI chatbots are expected to increase productivity and service quality by 30-50%. According to the same report, 95% of businesses want to delegate some portion of their customer service to chatbots within the next three years.

According to The Guardian, this customer experience trend will significantly impact e-commerce in 2024, as the sector's high growth rate demands a swift response to customer requests. Meanwhile, human-to-human communication is insufficient to meet today's buyer needs.

7. Augmented Reality (AR)

According to Shopify, the average return rate in online stores ranges from 20% to 30%. Shoppers mainly return items because they do not fit or do not match the description. One of the issues with e-commerce is that customers do not have the opportunity to try products.

Augmented Reality (AR) fulfills the function of virtual product trials, allowing buyers to assess products before purchasing directly within the app without leaving home.

As a result, about 80% of shoppers feel more confident and secure using AR during the shopping process, and 66% are less likely to return items.

This is why the augmented reality market is accelerating and is expected to grow at an annual growth rate of 39.8% from 2023 to 2030. This is one of the customer experience trends that will become more prevalent in the coming years.

8. Mobile CX

From 2023 to 2028, the mobile commerce market is projected to increase from $420.2 billion to $1.709.6 trillion, with an annual growth rate of 32.4%. As early as 2023, sales through mobile devices accounted for 60% of total e-commerce sales.

While shopping via smartphones is widespread, the cart abandonment rate on mobile devices reaching up to 85% is a concerning sign.

Based on these data, it can be said that customers want to make purchases via smartphones, but something is preventing them from completing their orders. This might be due to the poor quality of the mobile version of the e-commerce website.

Therefore, one of the main CX trends in 2024 and the coming years is to optimize websites for mobile devices, such as implementing mobile-friendly designs and ensuring page load times are under three seconds.

9. Video Marketing

NogenTech conducted a global survey on the use of video marketing among 1,500 businesses across various industries.

The results showed that over 90% are using video as a significant part of their digital marketing strategy in 2023.

Compared to 2016, this figure has increased by 30%, and as of 2023, 70% of marketers who had never used video before are now utilizing video marketing.

The global video content marketing market is predicted to grow at an annual rate of 12.9% and reach $355.2 billion by 2028.

Video marketing is classified as a digital customer experience trend mainly due to the increased consumer engagement with video content.

From the rise of artificial intelligence (AI) to the use of augmented reality (AR) and video marketing, it is clear that quick and flexible responses to customer desires are key to success in today's increasingly competitive market.

The year 2024 promises to bring many new opportunities and challenges for businesses.

However, understanding and applying CX trends will help businesses not only reach customers more effectively but also build long-lasting and secure relationships. Each of these trends presents unique opportunities and challenges, and businesses need to be flexible and creative to adapt and leverage them in their development strategies.