Consumers today expect companies to utilize technology and data to provide a personalized customer experience (CX) based on their preferences and buying behaviors. New consumer trends — such as the popularity of ChatGPT and demands for a more user-centric experience — are shaping CX in better ways.
If companies want to remain competitive, they must keep up with CX trends to improve service consistently. Doing so will retain current clients and attract new ones. Here are some behaviors that are reshaping the business landscape.
1. Personalization
In the era of big data, finding ways to understand customers better and offer a personal experience makes one company stand out from another. Tools such as ChatGPT and other artificial intelligence software make analyzing vast amounts of information more efficient.
Information metrics continue to grow — experts predict big data market analytics will reach $655 billion by 2029. Machines sort through more details than a human could in 1,000 years, sorting, deciphering and making predictions.
Brands such as Amazon and Walmart greet users by name, and recommend options based on browsing and buying behavior. Every step of the buyer’s journey matches user intent and preferences, ensuring they stay in the sales funnel and are more likely to convert into a customer.
2. Omnichannel Support
Today’s consumer trends include reaching out to companies on multiple platforms. For example, a customer might follow a brand on Facebook, sign up for their newsletter, visit their website and phone them for the answer to a question.
Improve CX by ensuring the experience is similar no matter how they interact with your brand. For example, if a customer has a problem with an order, they might first go to the website live chat and talk to an agent. Perhaps the issue isn’t resolved or they lose connection and then phone customer service.
The buyer shouldn’t have to repeat information repeatedly each time they reach out via a new channel. You also want to ensure they get the same answers and all representatives follow the same policies.
3. Buying Behavior
Understand how consumer trends impact buying behavior. For example, the pandemic made many people reevaluate how they spend their money. They are more likely to stick to essentials or plan out funds for things such as holidays sooner than in the past.
One study showed around 56% of holiday shoppers started early in 2022 and about 50% wanted the lowest price possible. Pay attention to big social trends and how they impact the way your target audience buys.
If your audience base is mainly Generation Z, and you know they’re following a societal cause or saving money for college or their first home, you may want to adjust marketing to meet their needs better. They might look for more value in their purchases, so what can you offer and still remain profitable?
4. Voice Assistants
Many people use voice assistants such as Siri, Alexa, and Google to interact with information, websites and various apps. When you integrate apps with your website, you improve the experience for consumers. Think about how you can incorporate voice commands into your products and services.
As technology changes, there’s no telling where consumer trends might take web design and the need for better and more refined customer experience interactions. Stay updated on what smart speakers and mobile device assistants can do with each software upgrade.
5. Online Connections
Now is a time when people will spend the day working from home, bank with a machine, order fast food at a kiosk and go days without interacting with another human being. Online connections have become vital for staying up to date with family, friends and brands you love.
Around 50% of people check social media the minute they wake up. The way you engage users on various platforms can give your brand a voice and drive traffic to your website. Think about how to respond to negative reviews. Consider how you can get customers to interact with your posts and what brings value to them.
6. Social Responsibility
Another big consumer trend is how much people care about social causes. Consumers will do business with a brand that aligns with their values. Figure out what you stand for and support the charities attached to it. For example, if you care about maintaining or improving the environment for future generations, you might lead a cleanup initiative in your local forest or begin a recycling program.
Share the details of what your business is doing to improve the world. You’ll attract people who also support the cause and they’ll feel more positive toward your company.
7. Immediate Support
Faster internet speeds, 24/7 access to services, and live chat response times have made people expect immediate support and instant solutions. When customers contact you, is your response rate what it should be? Ideally, you’ll respond in minutes and utilize technology such as chatbots to reach out to them outside of working hours.
Providing timely support ensures customers stay with your brand rather than bouncing to another. You’ll gain repeat business and word-of-mouth marketing.
How Can You Utilize Consumer Trends to Reshape CX?
Most brands want to improve their CX and looking at consumer trends is an excellent way to do so. By looking at personalization, omnichannel support, buying behavior, voice assistants, online connections, social responsibility and fast support, you’ll see an immediate increase in customer satisfaction.
Eleanor Hecks is the editor of Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.
