Tendances de l'expérience client en 2024 : répondre aux attentes évolutives

The landscape of brand-customer relationships has shifted dramatically over the past few years, and there’s no question that customers today wield unprecedented power in this space, demanding more than ever from the financial brands with which they interact.
Indeed, expectations are at an all-time high, particularly in the customer experience (CX) arena, where customers expect excellent quality service, whenever and however they want.

Considérant
90% de clients affirmer que l’expérience offerte par une marque est aussi importante que ses produits ou services, et que

CX génère plus des deux tiers de la fidélité des clients, it’s key that financial brands deliver on what customers are demanding. In 2024, the trajectory of CX is steering towards a more personalised, compliant, and AI-driven approach. Let’s delve into the three prominent
trends shaping the CX landscape this year:

1. Personnalisation : valoriser le contact humain
Personalisation will remain a cornerstone of an exceptional customer journey in 2024. Whether it’s being greeted by name when they speak to a service agent, or receiving information via their channel of choice on the products and services that matches their
unique interests, almost
trois quarts des clients s'attendent à ce que les entreprises avec lesquelles ils interagissent leur offrent une touche humaine en les reconnaissant en tant qu'individus et en connaissant leurs intérêts.

Si cette personnalisation n’existe pas, les clients se tourneront vers des marques capables d’offrir l’expérience qu’ils exigent. Un énorme

76% of customers get frustrated when they don’t receive a personalised experience from a brand – putting them at risk of jumping ship to a competitor. In today’s competitive market, financial brands can’t afford to miss out on customers because CX expectations
aren’t being met. Personalisation then isn’t just a ‘nice-to-have’ anymore – it’s a necessity in meeting customer expectations that are intrinsically tied to customer loyalty. Indeed,

60 % des consommateurs déclarent qu'ils deviendront des acheteurs réguliers après une expérience d'achat personnalisée.

Leveraging data-driven insights to tailor personalised experiences will be key in meeting this expectation in 2024. Whether it’s making use of tools such as speech and text analytics to spot trends in customer interactions or integrating CRM systems into contact
centres so agents have the most up-to-date information when speaking to customers, data insights will be invaluable in delivering CX personalisation.

2. Améliorer le CX et assurer la conformité
La conformité est plus qu'un simple mot à la mode dans le domaine du CX, en particulier dans le secteur des services financiers où les autorités de la FCA
Devoir du consommateur le cadre réglementaire est entré en vigueur. Mais garantir la conformité et garantir que les besoins des clients passent en premier ne doit pas nécessairement être un processus fastidieux et bureaucratique.

When brands get the customer experience right, compliance naturally falls into place. With the next Consumer Duty deadline set for 31st July 2024 financial brands can work to improve CX and simultaneously meet the regulation’s requirements that requires firms
to “act to deliver good outcomes” and “sets higher and clearer standards of consumer protection across financial services” to better protect customers across the sector.

So, by delivering the service customers expect – such as personalisation – financial services brands will not only provide positive experiences for customers, but will inherently meet regulatory demands and fortify customer trust. Indeed, positive experiences
significantly influence purchasing decisions, and when customers have a good customer experience, the chances of them buying into the services and products a brand offers will increase exponentially. For instance,

74 % des consommateurs sont au moins assez susceptibles d'acheter sur la seule base de leurs expériences.

En recadrant la conformité comme un résultat bénéfique de l’amélioration de l’expérience client, les marques peuvent atténuer le fardeau perçu des réglementations tout en tirant parti de ces moments pour renforcer la confiance et la fidélité des clients.

3. Prolifération de l’IA : équilibrer efficacité et intégrité des données
Selon PwC,
52 % des organisations disposent désormais d'une stratégie de transformation client qui intègre l'IA. This proliferation of AI in the CX sphere presents financial brands with an avenue for streamlining transactional tasks and delivering personalised experiences at scale.
However, the success of AI-driven initiatives hinges on robust data infrastructure – to be successful, AI tools must have the data to back them up.

Indeed, game-changing technology such as AI-powered agent-assist for example, is reliant on having an array of actionable data to be truly effective. Whether this information is sourced from the likes of a CRM system or a Knowledge Base, it’s imperative that
the data is there for the AI to reliably deliver the CX customers expect.

Of course, this will raise pertinent concerns regarding data security and privacy, and addressing these apprehensions and ensuring data integrity, all while harnessing AI’s potential, entails a delicate balance. Striking this equilibrium in 2024 will allow
brands to leverage AI technologies effectively, improving the customer experience and operational efficiency without compromising data security.

Embrasser l’avenir du CX
As customer expectations continue to evolve, brands must pivot towards customer-centricity over the next year. The combination of personalisation, compliance, and AI-driven initiatives underscores a shift in how brands engage with their audience. In 2024,
the key to success lies in leveraging these trends to forge deeper, more meaningful connections with customers, fostering loyalty and trust in an increasingly competitive landscape. Brands that navigate these developments adeptly will be poised to thrive and
drive the CX evolution in the years to come.

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• La source: https://www.finextra.com/blogposting/25516/customer-experience-trends-in-2024-meeting-evolving-expectations?utm_medium=rssfinextra&utm_source=finextrablogs