Transform Customer Experience

Chapter 10The future of CX

The future of CX — what lies ahead? This is the million-dollar question. If the past is any indication of the future, I can confidently predict that CX will continue to evolve rapidly. Enabled by technology, this accelerated rate of change will open up new experiences we would never have imagined. It is an industry that has arisen almost out of nowhere, but it is based on three unstoppable shifts: increasing competition across every sector, a steady stream of new technologies, and innovations in how we communicate with each other. We humans are the most unpredictable element of all.

My insights on the fast-approaching future of CX aren’t exhaustive. They can’t be, given the pace of change. The one constant, though, is that if your customers feel connected, and find it easy and enjoyable to do business with you, they’ll continue to do so. If they don’t, they won’t, and it will only get easier for customers to vote against you with their feet, thumbs and keyboards.

I know it’s dangerous to make predictions of any kind, but there are some long-term trends that simply can’t be ignored.

Changes in the channels

Customer contact channels will be continually in a state of flux. Companies’ capability in their existing channels is maturing, and there aren’t many opportunities left for rapid growth. They’re introducing new channels into their mix of service offerings as they develop the capability, confidence and budget to do so. As part of this process, ...