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Immersive CX is the new way to win and keep customers
I mmersive CX is evolving into the new standard , redefining how companies engage with their customers . This change stems from what people are increasingly demanding of brands today : that they meet them where they are , under their terms , through seamless and engaging interactions . Over the last several years , leaders have recognised how this transformation has required an expanded role of CX , prompting them to make major investments to remain competitive and meet elevated customer expectations .
“ Customers have high expectations , little patience and many options when it comes to who they do business with ,” said Adrian McDermott , Chief Technology Officer at Zendesk . “ This year , our CX Trends shows that this shift in behaviour has prompted leaders to invest in technology that creates immersive , seamless experiences . These new standards of customer service are critical to boosting customer acquisition and loyalty , as well as profitability .”
The 2023 Zendesk CX Trends Report consists of data from nearly 3,700 customers and over 4,700 customer service and experience leaders , agents and technology buyers from 20 countries : as well as Zendesk Benchmark product usage data from nearly 100,000 Zendesk customers worldwide . Key findings highlighted that Artificial Intelligence ( AI ), conversational experiences , personalisation , customer wellbeing and sentiment and integrated teams are the critical components that businesses need to deliver immersive experiences , which will shape the future of CX .
Customers want ( and expect ) AI to evolve
Increased investment in AI has not gone unnoticed and customers are becoming more comfortable with its presence . Of those who interact with customer service bots regularly , 72 % have experienced quality improvements and say bots perform well when answering simple enquiries , respond faster than human agents and are reliable to surface accurate , helpful information .
As customers enjoy richer experiences with bots , their expectations have also risen – 75 % of customers expect AI interactions will become more natural and human-like over time , and the ideal evolution of AI will enable customers to ask increasingly complex questions .
“ It is evident customers continue to embrace AI-driven customer service with their issues being resolved in ways that are nearly identical to human support ,” said McDermott . “ We know businesses are working to use AI more , but there is a growing realisation that meeting customers ’ expectations will require a more concerted effort . They are not willing to wait for companies to make gradual changes , a signal to businesses that change needs to happen fast .”
Conversational experiences empower customers
Customers are driving the rise of conversational experiences . They want fluid , friendly and natural interactions that put them in control and do not interrupt current tasks . For example , if a customer stops an interaction , they expect a new support representative to be able to easily pick up where the conversation last ended . In fact , 70 % of customers spend more with brands that provide a seamless experience between all points of contact . Similarly , 64 % will spend more if their issues are resolved where they are . �
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