2024 年客户体验趋势：满足不断变化的期望

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.

考虑到
90％的客户 声称品牌提供的体验与其产品或服务同样重要，并且

CX 提高了三分之二以上的客户忠诚度, 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. 个性化：增强人情味
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
四分之三 的客户希望与他们互动的企业能够识别他们的个体并了解他们的兴趣，从而提供人性化的服务。

如果不存在这种个性化，客户就会转向其他能够提供他们所需体验的品牌。一个巨大的

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% 的消费者表示，在个性化的购买体验后，他们将成为回头客.

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. 改善CX并实现合规性
合规性不仅仅是 CX 领域的一个流行词，尤其是在 FCA 监管的金融服务行业。
消费税 监管框架已生效。但确保合规性和确保客户的需求放在第一位并不一定是一个繁琐的官僚过程。

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% 的消费者至少在一定程度上可能仅根据体验进行购买.

通过将合规性重新定义为增强客户体验的有益结果，品牌可以减轻法规的负担，同时利用这些时刻建立客户信任和忠诚度。

3.人工智能扩散：平衡效率和数据完整性
根据普华永道，
52% 的组织现在制定了包含人工智能的客户转型战略. 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.

拥抱 CX 的未来
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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• Sumber: https://www.finextra.com/blogposting/25516/customer-experience-trends-in-2024-meeting-evolving-expectations?utm_medium=rssfinextra&utm_source=finextrablogs