9 CX Trends to Watch: The Roles of Purpose and Emotion Join Some Usual Suspects (Mobile and Self-Service)

By Temkin, Bruce | CRM Magazine, May 2017 | Go to article overview

9 CX Trends to Watch: The Roles of Purpose and Emotion Join Some Usual Suspects (Mobile and Self-Service)


Temkin, Bruce, CRM Magazine


AS TECHNOLOGY evolves and we learn more about what motivates human behavior, the field of customer experience (CX) will need to be continually updated. What has worked in the past might not be effective in the future. Here are the nine CX trends that Temkin Group thinks you should factor into your CX efforts:

Elevating purpose. Leaders are beginning to recognize the role that purpose plays in motivating employees. An inspiring mission can be more of a draw for new employees than great pay or a great boss. At the same time, the uncertainty around the world creates a desire for people to find purpose and meaning in their lives. For these reasons, we've labeled 2017 "The Year of Purpose."

Operationalizing emotion. For Temkin Group, 2016 was the "Year of Emotion," as we highlighted the critical yet underserved area of customer emotions. Many companies have started to recognize the importance of emotion (it drives loyalty more than any other area of customer experience), with the help of many vendors that are working to demystify this key area. We expect to see even more organizations focus on customer emotion; a good way to start is by making emotions part of your ongoing vocabulary.

Orienting around customer journeys. Companies continue to develop a more customer-oriented viewpoint, and to help them embed thinking about customer journeys into day-to-day decisions, we've created Customer Journey Thinking, a five-question approach toward every customer interaction: (1) who is the customer; (2) what is the customer's real goal; (3) what did the customer do right before the interaction; (4) what will the customer do right after the interaction; and (5) what will make the customer happy. More companies will continue to realign their metrics, analytics, experience design, and innovation around customer journeys.

Continuing to go mobile. Mobile is an increasingly dominant interaction channel, accessible through increasingly varied types of devices, and more companies will shift to a mobile-first strategy. This isn't just about interaction design; it's about rethinking your products and processes to fully embrace an always-connected customer.

Embracing employee engagement. Employee engagement (EE) has been one of Temkin Group's Four CX Core Competencies; while EE has always been critical to how we view customer experience, companies are finally starting to recognize that it's a critical (yet often limiting) factor to their CX efforts. …

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