Trends to watch in 2024: Redefining customer experience via AI-powered strategy

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Sera Filiz

As the calendar strikes 2024, so starts a fresh chapter in the realm of customer experiences. This year marks more than a milestone; it's a pivotal juncture where the convergence of technology and human-centered approaches reshapes the very essence of how businesses engage with their audiences. As we look ahead to this new year, the canvas for retail and marketing is already undergoing a vibrant transformation, guided by five pivotal trends to watch out for — all likely to redefine and elevate the customer journey.

Trend 1: Redefining the human touch in buying processes

The conventional notion of the human touch in commerce is evolving beyond physical interactions. It now spans seamlessly across digital platforms, enriching the buying experience by guiding the selling process. According to a survey conducted by Salesforce, 84% of customers believe that the experience provided by a company is as crucial as its products and services. This underlines the significance of crafting enriched experiences that resonate with consumers on a personal level.

A study by Deloitte highlights that businesses that focus on customer experience are 60% more profitable than those that don't prioritize it. It's evident that the emotional connection established through customer experience plays a pivotal role in driving business success.

Artificial Intelligence (AI) functions as a co-pilot in this scenario, enhancing the human touch by comprehending consumer behaviors, preferences, and context to personalize the buying journey. By the end of 2024, Gartner predicts that 25% of customer service operations will leverage virtual customer assistants or chatbots, optimizing personalized interactions.

Trend 2: Seamless fusion of automated and human support

Elevating customer experiences necessitates a seamless fusion of automated processes with human support. The goal is to eliminate friction from customer journeys by intelligently transitioning between automated interactions and personalized human support when required. Research by McKinsey indicates that companies that offer best-in-class customer experiences witness revenue gains of 5% to 10% and a decrease in costs of 15% to 25% within two or three years.

In 2024, businesses focus on harmonizing these elements to ensure that customer experiences remain smooth and empathetic across various touchpoints. By leveraging AI-powered insights, companies can anticipate customer needs more accurately, thereby reducing resolution times and amplifying overall satisfaction.

According to a study by Forrester, even a one-point improvement in customer experience can result in an increase of $1 billion in revenue for certain industries. This emphasizes the substantial impact that enhancing customer experience can have on a company's bottom line.

Trend 3: Leveraging human feedback for personalized interactions

Authentic interactions stem from understanding and acting upon human feedback. Enterprises are harnessing user data and transforming it into actionable insights that fuel personalized interactions. By 2024, Forrester predicts that even 60% of generative AI skeptics will embrace the technology in the coming year, and companies employing AI for personalization will outsell companies without this capability by more than 30%. 

Generative AI acts as a co-pilot, deciphering vast amounts of data to create meaningful, personalized experiences. This approach fosters deeper connections with customers based on their unique preferences and behaviors, resulting in increased loyalty and brand advocacy.

A report by Epsilon found that 80% of consumers are more likely to make a purchase when brands offer personalized experiences. The significance of tailoring interactions to individual preferences cannot be overstated in today's market landscape.

Trend 4: Tailoring technical solutions to unique brand needs

The shift away from 'one size fits all' solutions is palpable in 2024. Businesses are prioritizing tailored technical solutions that align with their brand ethos and specific requirements. Instead of opting for generic open-source solutions, companies are investing in adaptable technologies. According to Accenture, 64% of consumers want tailored engagement based on their past interactions with a brand, emphasizing the need for personalized solutions.

This approach ensures a more efficient and responsive technological infrastructure that precisely aligns with the brand's identity and goals. In the next two years, Gartner predicts that 80% of organizations will shift from piloting to operationalizing AI, driving a tenfold increase in AI projects.

A study by Adobe revealed that companies with strong omnichannel customer engagement strategies retain an average of 89% of their customers compared to 33% for companies with weak strategies. This stark difference underscores the importance of tailored technical solutions in fostering customer loyalty and retention.

Trend 5: In-Store and digital signage reinvented

The fusion of physical and digital realms continues to redefine retail experiences in 2024. In-store and digital signage evolve into potent touchpoints for engaging customers. Leveraging Generative AI, businesses create dynamic, context-aware signage that adapts in real-time, catering to individual preferences and behaviors.

By the end of 2024, the global digital signage market is projected to reach $29.8 billion, with a compound annual growth rate (CAGR) of 8.6%. This fusion enhances the in-store experience, making it more personalized, interactive, and memorable.

A study by Intel found that over 82% of shoppers make purchase decisions in-store. Dynamic, context-aware signage significantly influences these decisions, highlighting the critical role that digital signage plays in shaping consumer behavior.

The generative AI co-pilot: Powering the transformation

At the core of these trends lies Generative AI as a co-pilot. Its adaptive capabilities allow businesses to interpret vast troves of data, guiding decisions and actions that enhance customer experiences. By 2027, IDC predicts that worldwide spending on cognitive and AI systems will reach $500 billion, demonstrating the pivotal role AI plays in reshaping industries.

From personalization to seamless automation, Generative AI is the linchpin that orchestrates these trends, propelling businesses toward a future where technology augments, rather than replaces, human touch.

A new era

2024 symbolizes a watershed moment where the synergy between human intuition and technological innovation becomes the cornerstone of successful customer experiences. As businesses embark on this journey, the fusion of human-centric approaches and cutting-edge technology creates experiences deeply resonating with consumers, fostering enduring relationships and driving business growth.

The coming year promises a landscape where the convergence of human touch and tech prowess generates transformative customer experiences, setting the stage for an era of personalized, empathetic, and seamless interactions. This evolution not only shapes the business landscape but also represents a fundamental shift in how we engage and connect with the world around us. Businesses now stand on the threshold of an exciting era where the customer truly reigns supreme, and innovation becomes the guiding compass to navigate this transformative journey.

To see how CoreMedia offers the right content management and AI solutions for your business needs, schedule a demo or check out the AI Content Booster

Stage 1: Fragmented: Multiple Channels

You’re a digital dinosaur!

You have a beautiful website, but with fragmented digital experiences, you run the risk of extinction.

It’s time to evolve.

Your audiences want a seamless experience, no matter what's happening behind the scenes. When your experience is different or difficult, it’s important to start with the basics, such as cultivating a holistic approach to online digital experiences. Realign your teams, platforms, processes, goals, and metrics around a comprehensive view of the online experience. Focus on the end-to-end customer journey cutting across channels, desktop and mobile.

separate channels animation circle t-rex dinosaur square
Stage 2: Integrated: Multiple channels

You’re a fish!

Signs of exciting life are starting to form. Your DX is responsive and adaptive but it’s not quite personalized yet.

Keep swimming!

The integration of your brand content across every touchpoint (website, online store, social media, emails, apps, point of sale) creates immersive experiences. These flagship sites combine content-rich brand experiences with immediate conversion capabilities. Business teams and marketing are closely aligned. However, while the digital experience is responsive and adaptive, it’s not yet personalized.

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Stage 3: Instant: Global expansion

You’re a crocodile!

You’re taking it global. Speed and scalability are key and just like a crocodile, you’re fast…but you’re clumsy.

Oh snap!

In this stage, the online digital experience becomes completely dynamic. You need content that is global, yet relevant, with plenty of local insights: Who is the user? Are they using a mobile phone? Is it raining where they are? Is it snowing? If it is, maybe they need warm, waterproof boots. All of this contextualized information creates a better user experience. With one global orchestration, you’re able to adapt everything, in whatever country or language you choose – while keeping turnaround times low. So keep evolving.

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Stage 4: Dynamic: Real time personalization

You’re a lion!

You’re reaching more customers in more countries and languages than ever before, and now you’re finally hunting and collecting info with precision.

But you can do more to keep your brand roaring!

As you graduate to the Instant level, you’re able to rapidly update everything - not just in one language and for one country, but in 20 languages and for 100 countries. Speed and scalability are key, driven by the need to roll out global campaigns in all languages and all touchpoints and make updates in minutes or hours, not weeks. But there’s still more to do to reach nirvana.

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Stage 5: Immersive: Elevated experiences

You’re Captain Content!

You’ve done it! You have opposable thumbs AND you’re saving the world with your seamless, elevated customer experiences.

You're a superhero in the digital space.

Your digital world and your physical world are blending together in the most complementary way possible. When shoppers visit your store, they’ll be greeted with their pre-selected products. Language changes dynamically depending on country of origin – it's like the whole store was set up just for your one specific customer.

In this final stage, your customer experience is truly immersive and superior, and your flagship store merges your physical and digital world into one, with a truly personalized individual experience.

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