Experience management (XM) is a key focus for organisations battling for the hearts and minds of consumers. In 2019, businesses looking to achieve a competitive advantage through XM will need to understand the essential roles of emerging technologies and data analytics in delivering superior experiences.
There are four major trends that businesses must be aware of in 2019:
1. Humanising through technology
Companies are starting to recognise that customers and employees have unique emotions, wants, needs, beliefs, and motivations. Data can help deepen this understanding and deliver more emotionally resonant experiences. For example:
By recognising and categorising human emotions and drivers, organisations will be better able to respond to these appropriately, delivering a much higher quality experience.
2. Tailoring insights for action
While many companies recognise the value of data, not all are proficient at turning data into actionable and useful insights. It’s essential for organisations to be strategic in how they collect information and tailor it to their separate audiences, and how they identify and act on improvement opportunities. Trends in this area include:
Companies need to gather information effectively and analyse it appropriately to get maximum benefit.
3. Expanding predictive analytics
Customers and employees expect companies to recognise them as individuals, anticipate their needs, and proactively address their concerns. This requires predictive analytics that delivers meaningful insights:
Insights describing what happened in the past can be valuable but the most helpful insights are those that predict the best actions for the future.
4. Authentically living brand values
Brand ideals are increasingly important to customers and employees, so for businesses to build trust and emotionally connect with customers and employees they need to live up to their values:
Translating customer promises into employee actions will become a basic requirement for businesses looking to improve their XM in 2019.
Vicky Katsabaris, CX Subject Matter Expert and Principal Consultant, Qualtrics