ON THE HORIZON
CUSTOMER EXPERIENCE TRENDS TO WATCH IN 2022
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Businesses head into 2022 facing very different customer behaviours and expectations to those of just two years ago. Te global pandemic, combined with emerging technologies have created major shifts, but also provide opportunities for brands to reimagine and reinvent the relationship with their customers.
So what are the trends in customer experience to watch out for in 2022? Here I have picked out ten that I believe could play a major role:
BY PROF. STEVEN VAN BELLEGHEM
1. COULD YOU CREATE ARTIFICIAL SERENDIPITY? It has always been the job of marketing to make products and services as easy as possible for customers to find. Interestingly, however, new research by the University of Sydney, University of Florida and Rutgers University showed just how important the act of ‘finding’ a product is in the customer experience. Te report highlighted how seemingly random discoveries of products actually play a huge role in how customers enjoy shopping. Facebook research also uncovered that 63% of users enjoyed shopping more when discovering items they weren't actively looking for.
Data-driven marketing and carefully orchestrated customer experience strategies might make it feel like the days of discovering something unexpected is a thing of the past. But it is creating this type of serendipity, albeit artificially, that is driving the success of subscription box services like Birchbox and Stitchfix. We’ve even seen Netflix introduce a button that eliminates choice and plays a randomly selected show to help users discover something unexpected. Brands that understand how to stimulate serendipity have an opportunity to set themselves apart.
2. IS IT TIME TO SET UP YOUR BRANDED ECONOMY? You will have probably seen the hype around NFTs in 2021, but at this stage they are still often a bit of a gimmick. However, it will soon move beyond the current collectibles phase and change the game in customer loyalty.
Some of the most interesting potential of NFTs lies in the concept of branded economies that could trigger a paradigm shift in customer loyalty. Most loyalty schemes today are out of balance, offering more benefit to the company than to the customer. With NFTs, the customer can become part of the journey – frequent flyers, for example, could have an NFT stake in a company to create a shared interest instead of opposed ones, so if the company does well, the value of the NFT will rise, creating true brand ambassadors.
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