CX Trends That Will Shape Marketing in 2022 - Millie Tan

Customer experience is crucial for brand success; investing in and prioritizing CX is more likely to result in accelerated growth. This is no mystery for anyone in B2C industries, but not all companies maintain such growth by consistently revisiting and reinvesting in their CX strategy over time — the pandemic has demonstrated how quickly consumer behavior and expectations can shift, so brands must remain adaptable. Because customer experience is such a critical component of a holistic brand strategy, Business 2 Community’s article, “CX Trends That Will Shape Marketing in 2022”, by Chad Hardwood-Jones, caught my eye.

The four trends highlighted in this article address consumer behavior patterns that have developed over the last several years, especially after the initial COVID-19 outbreak, and are key factors in shaping marketing trends to satisfy consumer expectations.

“86% of buyers are willing to pay more for a product with a better customer experience. For the first time, businesses are no longer competing on price, but on the experience throughout the customer journey.

1. Hyper-Personalization

“A recent study of 2022 CX trends by Feefo found that hyper-personalised and one-to-one experiences were coming to the fore this year. A great example of hyper-personalisation is the streaming service Netflix, where 80% of their video choices come from recommended content based on each user’s viewing history… Another is Nike’s ‘Nike By You’ program, which allows consumers to customise trainers…

2. Predictive Customer Insights

“Using previous customer data and AI to create predictive data models, marketers can shape their communications to create “micro-moments” and hit prospective customers with the right messaging at exactly the right time in their journey… offering a truly unique and tailored experience.

3. Trust, Authority, and Transparency

“With more choice and competition than ever before online, it’s quick and easy for consumers to find a competitor brand if yours isn’t up to par. A plethora of new businesses and retailers popped up at the beginning of and throughout the pandemic, leaving customers wondering how to separate the wheat from the chaff. Increasingly, customers are turning to reviews, recommendations, and other trust markers for reassurance.

4. Using Video to Transform Customer Engagement

“Alongside the need for trust, authority, and transparency, video content has allowed brands to showcase their products in the most authentic way possible. In fact, research by Wyzowl has found that 84% of consumers have been convinced to buy a product after watching a video.”

How can these trends be addressed? Brands’ investment in social media and consumer-centric models of customization and predictivity have been shown to enhance the customer experience across the board. Regardless, marketers must remain adaptable to incoming CX trends in order to provide pristine experiences for consumers.

You can read the original article here.



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