Predictions for 2014:
Baseball legend Casey Stengel once said, “Never make predictions, especially about the future.” It’s strong advice for today’s unpredictable climate. Yet we enjoy prognosticating, especially at the end of the year. So, here are my seven fearless predictions for customer experience in 2014:
#1. Technology for Dinner: Look for tablets and kiosks to change the experience of dining out. Both with ordering our meals and how we ask for the check. U.S. based chain Applebee’s leads the way. They will be installing 100,000 tablets in 2014. The early results have been eye opening: happier customers, quicker turns, higher average checks and bigger tips. What’s not to like? The universal sign for “bring the check” now includes a swipe and tap of your finger. (See related post: http://www.9inchmarketing.com/2013/12/27/leveraging-technology-to-achieve-uncommon-service-and-reduce-waiting/)
#2. Youtility: Look for the disciplines of customer experience and content marketing to intertwine in 2014. Jay Baer’s book Youtility advocates for companies to create marketing that customers want. Selling more by selling less. Helping customers with useful information or tools with no expectation of return. Companies will be more proactive as givers in the coming year. Don’t look now, but marketing will be trying to find ways to improve the customer experience. (See related post: http://www.slideshare.net/jaybaer/youtility-the-5-minute-version-with-videos)
#3. Easy Does It: The metric CES (Customer Effort Score) will continue to gain traction in 2014. Look for a CES version 3.0 and for a greater emphasis on the ease of doing business throughout the entire experience. Based on research by McKinsey, consumers don’t view their overall experience by touchpoints (i.e. an interaction with customer service), they do so across the entire journey. (See related post: http://hbr.org/2013/09/the-truth-about-customer-experience/ar/1)
#4. Beyond M&M’s: The basics of customer experience are measurement and mapping. Both are smart first steps and if done correctly, they can be highly instructive. Look for most firms to get beyond the basics of Discovery and into CX Design. (See related post: http://www.customerthink.com/blog/mind_the_cx_gap)
#5. Don’t Treat Everyone the Same, Treat Everyone Fairly: There will be an increased understanding and focus on key customers in 2014. Why? Because in most businesses, 20% of customers drive 80% of profitability. All customers are truly not created equal. Look for companies to listen and be proactive with their “Vital Few” more often. (See related post: http://switchandshift.com/all-customers-and-employees-are-not-created-equal)
#6. Faster Pussycat: Speed is a differentiator in online retail and customer experience. It’s already happening in China. In six major markets, the online retailer Jing Dong is offering 3-hour delivery. Not to be outdone, My Taxi from Germany is pioneering one-hour delivery. Don’t underestimate Bezos, Amazon is currently working on Drones. (See related post: http://techland.time.com/2013/12/26/amazon-holiday-delivery-woes-send-in-the-drones/)
#7. Small is going to be the New Big: Microinteractions will be a trend in 2014. Microinteractions are small moments that can make or break an experience. According to Jeannie Walters of 360Connext, “They don’t’ show up in reports, so unless you’re walking in your customers shoes, you’ll miss what can lead to big problems.” (See related post: http://www.slideshare.net/jeanniecw/microinteractions)
Today’s Lagniappe (one more thrown in for good measure) – Becoming Certifiable: CCXP is not the misspelling of the former Soviet Union. It’s the new certification that’s going to be introduced in 2014. The CXPA is offering a certification. Want the academic route? The Center for Services Leadership at the W.P. Carey School of Business at Arizona State University is offering a Certificate in Customer Experience. Here is Parrish Arturi providing the reasoning behind the new CCXP certification with Jim Rembach:
