CX Trends: In 2024, it’s time to look at the bigger picture

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It’s the time of year when we typically identify 10 or so CX trends we believe will impact customer experience in the year ahead. For years, we’ve pinpointed tactical ways brands can stay on the cutting edge of customer experience and employee experience – but this year, we are taking a different approach.

A lot is happening in the CX space: advances in AI and other technology are becoming increasingly rapid, workforce trends and preferences are undergoing major shifts, and customer demands are growing faster than ever. All this will make 2024 the perfect time to take a step back and look at the bigger-picture trends reshaping our industry.

Many of the CX and EX trends we’ve identified in the past still hold true; it’s still crucial to have an omnichannel strategy, personalize interactions wherever possible, and focus on back-office efficiencies that empower your associates. But it’s time to go beyond that, to dive deeper.

In our 2024 CX Trends report we’ve identified four megatrends poised to be the driving forces behind CX transformation in 2024 and beyond.

Customer and employee demands are changing

The expectations of customers and employees are evolving significantly. That’s always been the case, but changes are happening at a faster rate – and on a bigger scale – now.

Customers increasingly want to support brands they feel share their core values, and a growing number of employees want a flexible work environment, among other shifts.

Here are just a few of the insights that helped us determine the four megatrends outlined in our report:
  • 80% of customers expect quicker responses from businesses
  • 73% of consumers think AI can have a positive effect on their customer experience
  • 74% of consumers believe brand loyalty is about feeling understood and valued
  • 81% of consumers must be able to trust a brand to “do what’s right” if they’re going to buy from it
  • 29% of consumers say how a company treats its employees is the most important factor in deciding whether to become a loyal customers

Brands that don’t acknowledge and embrace these changing expectations risk losing workers and customers to brands that do. Yet, companies must do so in a thoughtful and strategic manner that keeps costs in line along the way.

Customer intent will be a key CX driver

Gaining a deeper understanding of customers is one of the trends we’re focused on for 2024 and beyond.

To resolve customers’ inquiries seamlessly, you need a deep understanding of why they’re reaching out to your contact center in the first place.
When associates have a clear idea of why customers are contacting a brand, it provides a major advantage. Associates can have the information they need to provide resolutions at their fingertips, which means they’ll be ready to help customers as soon as they join the call, chat, or messaging session.

From the customers’ perspective, an intents-driven CX strategy helps ensure they get answers to their questions as quickly as possible, resulting in shorter wait times, less frustration, and a better overall experience.

In our trends report, we identify the top customer intents across various verticals. Once brands know their top intents, they can work to determine which channels best serve those intents to increase customer satisfaction and keep costs down.

Read more about the megatrends that will shape CX and EX in the coming year in our strategy guide, "CX Trends 2024: 4 megatrends shaping the future of customer and employee experiences."