Tren Pengalaman Pelanggan pada tahun 2024: memenuhi ekspektasi yang terus berkembang

Tren Pengalaman Pelanggan pada tahun 2024: memenuhi ekspektasi yang terus berkembang

Stempel Waktu: 11 Januari 2024 5
Node Sumber: 3066199

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.

Mengingat
90% pelanggan mengklaim bahwa pengalaman yang diberikan suatu merek sama pentingnya dengan produk atau layanannya, dan itu

CX mendorong lebih dari dua pertiga loyalitas pelanggan, 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. Personalisasi: meningkatkan sentuhan manusia
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
tiga perempat pelanggan mengharapkan bisnis yang berinteraksi dengan mereka menawarkan sentuhan manusiawi dengan mengenali mereka sebagai individu dan mengetahui minat mereka.

Jika personalisasi ini tidak ada, pelanggan akan mencari merek lain yang dapat menawarkan pengalaman yang mereka tuntut. Sebuah kekalahan besar

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% konsumen melaporkan bahwa mereka akan menjadi pembeli berulang setelah pengalaman pembelian yang dipersonalisasi.

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. Meningkatkan CX dan mencapai kepatuhan
Kepatuhan lebih dari sekadar kata kunci di bidang CX, terutama di industri jasa keuangan di mana FCA
Tugas Konsumen kerangka peraturan telah mulai berlaku. Namun memastikan kepatuhan dan memastikan kebutuhan pelanggan didahulukan tidak harus menjadi proses birokrasi yang memberatkan.

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% konsumen setidaknya cenderung membeli berdasarkan pengalaman saja.

Dengan membingkai ulang kepatuhan sebagai hasil yang bermanfaat dalam meningkatkan pengalaman pelanggan, merek dapat memitigasi beban peraturan sambil memanfaatkan momen ini untuk membangun kepercayaan dan loyalitas pelanggan.

3. Proliferasi AI: menyeimbangkan efisiensi dan integritas data
Menurut PwC,
52% organisasi kini memiliki strategi transformasi pelanggan yang menggabungkan AI. 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.

Merangkul masa depan 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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