2024 年のカスタマー エクスペリエンス トレンド: 進化する期待に応える

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.

考慮する
顧客の90％ ブランドが提供する体験はその製品やサービスと同じくらい重要であると主張し、

CX は顧客ロイヤルティの 3 分の 2 以上を促進します, 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. パーソナライゼーション: 人間味を高める
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
4分の3 の顧客は、やり取りする企業が、顧客を個人として認識し、顧客の興味を知ることで人間味を提供してくれることを期待しています。

このパーソナライゼーションがなければ、顧客は求めているエクスペリエンスを提供できるブランドを他のブランドに求めることになります。なんと

視聴者の３８%が 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,

消費者の 60% は、パーソナライズされた購入体験の後はリピート購入者になると報告しています.

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. CXの向上とコンプライアンスの実現
CX 分野、特に FCA の規制が適用される金融サービス業界では、コンプライアンスは単なる流行語ではありません。
消費者の義務 規制の枠組みが発効しました。しかし、コンプライアンスを確保し、顧客のニーズを最優先にすることは、必ずしも面倒で官僚的なプロセスである必要はありません。

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,

消費者の 74% は、経験だけに基づいて購入する可能性が少なくともある程度あります.

コンプライアンスを顧客エクスペリエンス向上の有益な結果として再構成することで、ブランドは規制による負担を軽減しながら、これらの瞬間を活用して顧客の信頼と忠誠心を築くことができます。

3. AI の普及: 効率とデータの整合性のバランスをとる
PwCによると、
現在、組織の 52% が AI を組み込んだ顧客変革戦略を採用しています. 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.

CX の未来を受け入れる
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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• 情報源： https://www.finextra.com/blogposting/25516/customer-experience-trends-in-2024-meeting-evolving-expectations?utm_medium=rssfinextra&utm_source=finextrablogs