Business Management
5 min read

6 customer service experience trends to watch in 2022

Franck Louveau
Written by

As customer expectations continue to evolve, customer service trends are adapting at pace. Businesses from all industries must keep up with emerging customer service experience trends to meet customer expectations and foster better customer relationships which is critical for remaining competitive in the respective market. 

This blog takes a deep dive into the top 6 customer service experience trends to watch in 2022.

Customer service developments in the recent past 

The past year has ushered in a new paradigm for customer service and customer experience across all industries. The following are some of the latest industry developments seen in 2022:

Emphasis on customer experience over product: The new focus is to differentiate your brand from others by offering total customer experience over price and product. Nearly 96% of customers interviewed reveal customer experience is their prime motivator when choosing the companies to support. Besides, 86% of buyers note that they would pay more for a better customer experience, according to PWC. This means that customer service teams need to identify and respond to customer expectations, determine potential issues and resolve them before turning them into significant complaints. 

Use of AI-powered agents: Technological advancements in 2021 allowed the use of AI-powered agents to help dig into historical data and predict future customer needs. This new development automated call center agents' tasks and freed service teams from mundane, repetitive tasks. 

Security certifications: With rising cases of cybercrime in 2021, security certifications are now a priority, especially with the revelation hackers primarily target organizations with rich customer data. Customers are more likely to trust organizations that pair privacy and security with valuable personalized service. 

The popularity of self-service: More customers embrace the "self-serve" principle, with many turning to videos and readily available resources to resolve their inquiries. However, many customers still prefer speaking with service representatives via live chat or email.

What is an excellent customer service experience?

As customer expectations continue to evolve, a one-size-fits-all or standardized approach to customer care no longer seems adequate. Apart from demanding friendly service, today's customers expect and appreciate a personalized response that reduces any friction or situational stress. 

As a business, you need to anticipate customer needs early and offer highly personalized service based on the individual needs and preferences of the customer. Businesses should remember that human nature demands human connections laced with a higher degree of empathy. 

However, this doesn't mean we do away with AI technology in its entirety. Instead, supplement the technology with human interaction, interpretation, and support. When you deliver a personalized experience across all service levels, you succeed in building trust and loyalty among your customer. This ultimately results in more fulfilling experiences among your support teams and staff.

Six Trends to watch in Customer Service Experience in 2022

Discover the latest trends shaping the future of customer service experience.

Trend 1: Proactive vs. Reactive customer service

The new norm in customer care is to adopt a more proactive than reactive customer service. Businesses must identify potential problems in advance and predict their occurrence to guarantee more positive experiences for customers. The following are some of the tips for adopting a proactive customer service:

Institute proactive customer experience

With statistics showing over 50% of consumers will shift to another brand if companies don't routinely anticipate their needs, there is a need for you to predict customer needs and arrest potential problems before they become major complaints. The major goal of proactive customer experience is to foresee the kind of help customers may require before they even ask. This enables teams to solve potential issues at source in a timely and efficient manner that guarantees an excellent customer experience. Besides, a brand needs to minimize inconveniences in every possible way and keep customers abreast of the kind of actions being taken to address their issues. In a nutshell, there is a need to create awareness by ensuring there is a free flow of information from the company to the consumer to help change potential negative experiences into positives.

Break down company silos

Consider integrating the customer service team system, billing system, customer management system, and operations team with AI analytics to effectively predict when and what kind of problems may occur. Combining technology and human expertise empowers your team to proactively address issues and turn potential negative experiences into positives. It also provides the platform to achieve brand loyalty.

Recommendations
  • Consider running CRM through a clustering tool such as Impact Report. This helps you determine whether repeat occurrences exist that could hamper a customer's journey.
  • Review and evaluate potential techniques to improve existing procedures and predict and preempt potential problem areas.

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Trend 2: Customer experience roles

Customer experience is now a well-regarded and rewarding career, especially when companies integrate systems that allow for collaboration between humans and machines. Recent studies reveal that 79% of contact center leaders plan to invest in greater AI capabilities within two years. With the recent massive customer service disruption due to COVID-19, live chats, emails, and phone calls are now indispensable tools that will improve customer experience. However, the future points to a higher prioritization of teams that leverage well-trained professional agents in addition to digital tools and predictive technology. In essence, customer support teams should now be given the support and recognition they rightly deserve. Generally, happy agents translate to happier customers. Businesses need to realign their budgets and provide agents with better tools to produce more effective teams.

Recommendations
  • Keep up with recent customer service trends, including AI and virtual agents for customer service. Ensure you are one step ahead of your competition to reap new rewards.
  • Consider membership in professional bodies like the International Customer Service Association. Attend insightful conferences that keep you well-informed on emerging trends.

Trend 3 - Customer experience automation

Automation is now the new normal regardless of your industry. If you don't embrace automated approaches, you will likely be left out sooner rather than later. Recent data reveals that 90% of companies report that they are planning to deploy AI by 2022. This means that nearly 40% of all customer interactions will be automated through AI and machine learning. As technology delivers more convenience to our daily lives, virtual assistants such as Alexa and Siri will continue to optimize interactions your brand has with customers. A new study of Millennials and Gen Z shows over 60% of individuals in those age groups prefer the help of a virtual assistant or AR/VR support rather than speaking to a live agent via telephone whenever they encounter software-related issues.

Recommendations
  • If automation is in your plans, go for a virtual agent that uses NLP, optimized to comprehend and respond to any inquiry.
  • Implement an automation solution that enables you to train, monitor, and manage your virtual assistant

Trend 4 - Customer data protection

Personalizing customer experience may not be possible with loss of privacy. Transparency and security are integral parts of the individualized experiences that you wish to provide to your clients. With rising hacking cases, customers are ever security conscious and are much savvier than ever when regarding potential threats to their security. It is crucial that you become transparent regarding how you collect and store customers' personal information. Safe handling of personal data must be prioritized, and security certifications maintained to guarantee enhanced consumer trust. Sanitize all personal information for security to ensure you deliver personalization without compromising personal privacy.

Recommendations
  • Evaluate security protocols and certifications regularly to protect your company and customers
  • Find out how integrating back-office systems such as an order management system (oms) or CRM can personalize customer experience without risks of security breaches. 

Trend 5 - Customer expectations

In the post-pandemic era, customer expectations are now an explicit and permanent reality following a year of transformation and adaption. Recent statistics show that 59% of consumers now care more about customer experience post COVID19 than before. Some of the new expectations to keep in mind include an insistence on ethical practices, convenience, and purpose. Consequently, you need to prioritize convenience, 24-7 availability of products and information, next-day delivery, and unmatched customer service.

Recommendations
  • Empower customers to self-serve whenever it is convenient for them. You can provide an FAQ section on your website that gathers repetitive inquiries.
  • Automate routine requests that customers have. Run your CRM through Impact Report to determine the most frequent inquiries. This will help you establish ways to address them.

Trend 6 - A holistic approach

A holistic approach to CX means transforming your customer experience into multilingual, multi-market support. The vision for the future is undoubtedly shifting from omnichannel to a more holistic, company-wide approach. As more brands make this shift, there is a need to integrate diverse customer-focused functions to better nurture the total customer journey. This future trend demands robust internal communications to guarantee an end-to-end process improvement.

Recommendations
  • Hold regular meetings between sales and marketing teams together with the company's customer experience teams. Create shared goals and come up with follow-through techniques. Additionally, come up with better ways to streamline your customer experience.
  • If you plan to enter a new market, determine whether a multilingual AI technique can cut implementation costs while effectively facilitating your expansion.

Get professional help

Every brand wants to be known for providing excellent customer service. As recent statistics show, customer service is a crucial differentiator. When done well, it has a substantial impact on the success of your business.

 
Written by

Consultant - Service DNA at EHL Advisory Services

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