Customer experience

What are emerging trends in customer experience?

Better machine learning and improved integration is helping companies drive value through customer experience. Improved customer experience offers customers solutions that are personalised, automated and gamified. Customers are increasingly benefitting from more sophisticated chatbots almost indistinguishable from humans that troubleshoot and offer instant support. More sophisticated machine learning and natural language processing, coupled with integration across various platforms such as smartphone apps are powering these improvements.

Which sectors are innovating in customer experience?

Technology, media and telecom and professional services are pioneering in customer experience. Investment is also flowing into the electronics, technology, media and telecom, retail, food and beverage, and fast-moving-consumer goods sectors. Pharmaceutical companies are offering more virtual patient support via patient engagement platforms, and healthcare are improving engagement by deploying AI and analytics.

How can technology enhance customer experience?

Technology is used to improve engagement, pre-empt and solve problems and suggest additional products or services. For example, a healthcare provider could improve drug adherence by offering comprehensive remote support.

New technologies can also support the shopping and sales experience. Cosmetics brands use augmented reality (AR) to allow prospective buyers to try on makeup virtually. US cosmetics company NYX Professional Makeup, a subsidiary of L'Oréal, partnered with 3D and AR experience platform Poplar Studio to offer interactive experiences to customers.

As well as making the buying process more engaging, technological developments offer the chance to reduce costs through automation freeing up surplus to invest in other areas that their customers would value, such as better quality products, or lower prices.