To become and remain competitive, every company must get ready for the latest customer experience (CX) trends. Those that are able to leverage these trends will rise to the top. Here are 6 customer experience trends every company must be ready for.

1. The 6 Customer Experience
Trends Every Company
Must Get Ready For Now

2. © 2019 Bernard Marr, Bernard Marr & Co. All rights reserved
Title
Text
IntroductionIntroduction
In order to become and remain competitive, companies need to tap into the
latest technologies and customer experience trends. Here are 6 customer
experience trends every company must get ready for.
The 6 Customer Experience Trends
Every Company Must Get Ready For Now

3. © 2019 Bernard Marr, Bernard Marr & Co. All rights reserved
REALLY Understanding Customers
It's no longer enough to have a surface-level understanding of
customers. It's assumed every business should know who their
customers are, where they live, how old they are, and other
rudimentary info.
Today, companies must go deeper, and with fast-advancing technology such as
the Internet of Things (IoT), they are able to get a 360-degree view of customers
and markets.
Consider how Disney uses Magic Bands at its theme parks. The bands offer
Disney visitors lots of conveniences, such as no longer needing to carry a wallet,
room key, or park tickets, but Disney also gets a lot of data in return that helps
them really understand park visitors.

4. © 2019 Bernard Marr, Bernard Marr & Co. All rights reserved
REALLY Understanding Customers
It's The bands help Disney know where you are in the park, what
attractions you visit, and how long you wait in line to do so, how
much money you spend, and more.
By using machine vision technology in its theaters, Disney is
gathering data from facial expressions to gauge how visitors are reacting to
performances. Any business can use artificial intelligence (AI) to extract meaning
from all the data they gather to understand their customers at a completely new
level.

5. © 2019 Bernard Marr, Bernard Marr & Co. All rights reserved
Responding to YOU in THIS Moment
When you really understand customers, you can deliver content,
purchasing options, and advertising for what they desire at each
moment of the day. Responding to customers at THIS moment is
the next customer experience trend that's gaining traction today.
This trend involves mass customization and taking advantage of micro-
moments to offer customers what they need in the precise moment they have
that need. For example, Spotify is beginning to develop customized playlists for
customers that account for what they’re doing during the day.

6. © 2019 Bernard Marr, Bernard Marr & Co. All rights reserved
Responding to YOU in THIS Moment
What they want to listen to on their morning commute varies from
what they desire for a workout playlist when they are at the gym.
In a similar way, Netflix is also sending viewers recommendations
based on what they know about a customer’s typical viewing
patterns.
They learn what genres are typically watched and when and will serve up
recommendations to match. So, if a person tends to search for family films on
the weekends and action-packed, R-rated SciFi options after 8 pm on
weeknights, Netflix learns your entertainment preferences and makes
appropriate suggestions for what to watch whatever time
you tune in.

7. © 2019 Bernard Marr, Bernard Marr & Co. All rights reserved
Anticipating Customer Needs
The more you know about customers, the better you can predict
what they might want or need in the future. That’s predictive
analytics at work to improve the
customer experience.
The elevator company Kone uses machine data on their equipment to schedule
maintenance and service visits or to identify when intervention is needed before
a breakdown occurs. The customer experience is definitely improved when the
number of times an elevator stops working and traps people inside is reduced.

8. © 2019 Bernard Marr, Bernard Marr & Co. All rights reserved
Anticipating Customer Needs
The cruise ship line Royal Caribbean also uses technology to
improve the customer experience. With facial recognition
technology, waitstaff can learn many things about you as you sit
down to dine at a restaurant, including your likes/dislikes, allergies,
and more so they can offer recommendations to you that fit your
preferences.
This also allows the company to better plan and predict demand and therefore
reduce waste.

9. © 2019 Bernard Marr, Bernard Marr & Co. All rights reserved
Actively Adding Value (AI enabled)
to Relationships
In the past, it was enough for a company just to offer a product or
service: banks provided checking and savings accounts, health
insurance companies provided health insurance. Today, customers
expect more. They want more value-added to the relationships
you offer.
You can add the value customers expect when you understand who they are
and their needs. Vitality Health is an insurance company, but they don’t just
provide health insurance to their customers.

10. © 2019 Bernard Marr, Bernard Marr & Co. All rights reserved
Actively Adding Value (AI enabled)
to Relationships
They support their customers on a journey to better health and to
achieve their health goals with value-added amenities such as an
Apple Watch and feedback about how to be healthier.
Similarly, the bank HSBC offers traditional products such as savings and
checking accounts but is developing services and products that guide customers
to better investments, areas where they can spend less or other education to
help them achieve their financial goals.

11. © 2019 Bernard Marr, Bernard Marr & Co. All rights reserved
Augmented Customer Experience
New technologies such as virtual, augmented, and mixed reality
have paved the way for companies to interact with customers in
innovative ways. The eyeglass retailer Warby Parker uses
augmented reality technology to give customers a chance to “try
on” different glasses through
their smartphones.
Rolex streamlines the decision-making process as well with augmented reality
allowing you to try out different versions of watches virtually.

12. © 2019 Bernard Marr, Bernard Marr & Co. All rights reserved
Make It A Tangible Experience
We live in an overwhelmingly digital world, but people still crave a
tangible experience. Think about how vinyl records have made a
comeback—listeners want to feel the vinyl as they place it on the
player, hear the crackling of the record and watch as it spins
around. The largest revenue category for musicians is live events
and concerts.
The clothing store Hollister provides an in-store experience that tantalizes
shoppers’ senses with enticing lighting and even a bespoke store fragrance.
Apple gives customers the opportunity to experience first-hand the clean, sleek
design aesthetic of the company’s products in its stores while they are able to
use the tablets, push buttons on the phone and otherwise handle all of Apple’s
innovative products.

13. © 2019 Bernard Marr, Bernard Marr & Co. All rights reserved
The 6 Customer Experience Trends
Every Company Must Get Ready For Now
Companies who bring many of these customer service trends to life are the ones
who are going to be successful. Nike is one of those companies. They invested
in a value-added app that helps customers track their runs. At the same time,
the app provides value to the customer, it's providing information about
customers to Nike. So, after a certain amount of miles run, the app might
suggest to the customer it's time for a new pair of Nikes.
Through augmented reality, the customer can point the app to their foot and try
on different styles. Then, it's able to size your foot perfectly, and you can place
the order and get your new trainers in record time. And for those that prefer a
tangible experience, you can touch, feel, and smell their products in their
flagship stores.

14. © 2017 Bernard Marr , Bernard Marr & Co. All rights reserved
© 2018 Bernard Marr, Bernard Marr & Co. All rights reserved
Bernard Marr is an internationally best-selling author, popular keynote speaker, futurist, and a
strategic business & technology advisor to governments and companies. He helps
organisations improve their business performance, use data more intelligently, and
understand the implications of new technologies such as artificial intelligence, big data,
blockchains, and the Internet of Things.
LinkedIn has ranked Bernard as one of the world’s top 5 business influencers. He is a frequent
contributor to the World Economic Forum and writes a regular column for Forbes. Every day
Bernard actively engages his 1.5 million social media followers and shares content that
reaches millions of readers.
Visit The
Website
© 2017 Bernard Marr , Bernard Marr & Co. All rights reserved
© 2019 Bernard Marr, Bernard Marr & Co. All rights reserved
Bernard Marr is an internationally best-selling author, popular keynote speaker, futurist, and a
strategic business & technology advisor to governments and companies. He helps
organisations improve their business performance, use data more intelligently, and
understand the implications of new technologies such as artificial intelligence, big data,
blockchains, and the Internet of Things.
LinkedIn has ranked Bernard as one of the world’s top 5 business influencers. He is a frequent
contributor to the World Economic Forum and writes a regular column for Forbes. Every day
Bernard actively engages his 1.5 million social media followers and shares content that
reaches millions of readers.
Visit The
Website

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