10 CX Trends That Will Shape 2022

Customer experience will become a huge focus for businesses in 2022. They will increasingly recognise the benefits of harnessing technology-driven solutions to create deeper connections with their customers. After all, when customers are happy, it’s easy to turn them into loyal customers who will continue to buy from you.

Great customer experience can be so powerful for a business that it can result in a 300% increase in revenue over three years for those businesses that deliver.

Customer experience trends for 2022

With personalisation and customer insights becoming even more important for both brands and customers, here are ten customer experience trends we can expect to see shaping 2022.

  1. Adoption of AI

Artificial Intelligence (AI) and customer insights came into their own in 2021, helping brands make decisions and meet exceptionally high customer demand during the pandemic.

AI and chatbot technology will gain even more traction in 2022, with the market for it expected to reach a staggering £6.8 billion in 2024. Brands will continue to build around AI to develop even more detailed customer and industry insights that they can use to power up their business.

1.Hyper-personalisation

While personalisation was an important trend in 2021, in 2022, it will go much further. The focus will be on creating strong, emotional bonds with customers to create long-lasting relationships.

If a customer has just purchased a house plant for example, it’s about giving them relevant information to help them care for the plant. Companies will increasingly create customer loyalty programmes that automatically deliver perks to customers without reward cards. Rather than simply offering customers what they think might be helpful to them, in 2022, brands will be telling customers what they will like.

  1. One to one experiences

In 2022, brands will be taking hyper-personalisation and transforming it into one to one experiences that will turn customers into superfans. For instance, global sportswear and trainer giant Nike have developed its Nike By You service that allows customers to customise sportswear.

While this helps to give customers the feeling of greater ownership, it also strengthens their bond with the brand inspires a deeper connection.

  1. Website personalisation

Website personalisation will become key in 2022 as part of cross-channel experiences. Rather than giving website visitors one broad single experience, website personalisation will create unique experiences for visitors based on their needs, habits and desires.

Advances in customer data gathering make this possible by discovering audiences, planning experiences and continually measuring and improving.

  1. Automation Vs Humanity

As automation continues to have a significant role in the customer experience, 2022 will see businesses trying to balance automation and humanity. They will need to ensure that they do not sacrifice the personality and character of their brand by cutting out human communication.

While many customers have become used to chatbots answering their queries, most don’t always trust the responses they get. Traditional human customer service still has an important place in business, especially those brands wanting to grow and create a positive customer experience.

  1. Data and privacy

While customers are demanding more personalised customer experiences, they have also become much more aware of data and privacy issues. The Cambridge Analytica Scandal reinforced people’s fears surrounding how their data is captured, used and passed on.

Customers will no longer tolerate having their data collected without their knowledge, and 40% refuse to use a business if they cannot stop them from accessing their data.

  1. Multi-channel services

With customers spread across several different platforms, 2022 will increase businesses’ focus on ensuring their marketing efforts align with their customer experience, ensuring consumer engagement across all platforms.

Multiple channel customer engagement can increase a business’ sales by 25% and growth rate by 10%.

  1. Subscription services

While subscription services are nothing new, in 2022 they will become a key factor in shaping customer experiences. More brands than ever before will invest in offering their customers subscription-based products and services. While the traditional business model saw customers purchase services or products when they needed them, customers are increasingly looking to sign up to receive that service or product more regularly.

For the customer, it means easy and convenient auto-renewals while also developing deeper connections with their favourite brands. For businesses, it helps to generate regular, predictable income.

  1. Customer-to-customer

The customer-to-customer economy enables customers to connect with like-minded customers to either communicate or trade products or services. It has already led to hugely successful platform businesses such as Etsy, Uber and Facebook. It is a safe and easy place for customers to connect.

For businesses, facilitating these interactions has huge value and potential for growth. 2022 will see businesses taking more notice of this growing trend and finding ways to pivot to a platform model to harness this opportunity.

  1. Conscious consumers

Customers want to understand the impact of their purchasing decisions and make responsible choices wherever possible. In 2022, businesses will increasingly embrace conscious consumerism to enhance their customer experience and build deeper relationships. It could mean streamlining their products to demonstrate efficiency, or simply using more sustainably sourced materials. While there may be cost implications in the short term, the longer-term customer experience benefits will make it worth it.

Customer experience became a powerful tool for businesses in 2021, as more people moved their consumer habits online. In 2022, businesses will continue to build on this foundation and leverage technology and analytics to enhance their customer experience offering.

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