Customer experience (CX) is a prerequisite for a successful business. It has become an essential differentiator, and according to CMSWIRE’s 2023 The State of Digital Customer Experience report, 79% of organizations consider digital customer experience a real priority with growing revenue, improving customer success and retention metrics and strengthening brand value being the top answers given.

However, the powerful impact of technology, growing competition and rising expectations from consumers and businesses make achieving exceptional CX increasingly challenging. As businesses strive to stay relevant, they must adapt and innovate to meet the evolving demands and preferences of their diverse customer base.

Customer Experience Is Nothing Like It Used To Be

The pandemic has had a significant impact on CX across industries, forcing companies to adapt in sometimes drastic ways to keep up with the experiences customers are having in their daily lives. This constant need to adapt has forced organizations to focus on digital channels, safety, empathy and agility.

Organizations face various digital CX challenges as they strive to deliver seamless and engaging experiences across digital touchpoints, including smart mobile and omnichannel experiences, AI-driven technology, personalization, compelling UX design, and hybrid digital and physical experiences as well. As the world moves toward a post-pandemic era, many of these topics will likely persist, shaping the future of CX.

Customer Experience Trends in 2023

The essence of these CX challenges will continue in 2023 and require enterprises to embrace technology, data and transparency to deliver personalized and secure experiences. These trends highlight the increasing importance of understanding customer needs while using advanced analytics and AI-driven tools to tailor interactions and enhance satisfaction.

The key aspects of these trends include:

1. Embracing AI and chatbots to improve customer interactions, providing quick and efficient responses to inquiries and support requests.
2. Focusing on omnichannel experiences to ensure consistency and integration across all touchpoints, making it easy for customers to engage with businesses through their preferred channels.
3. Personalizing customer experiences by using data and insights to tailor recommendations, products and services to individual preferences and needs.
4. Prioritizing transparency in business practices and communication to foster trust and loyalty among customers.
5. Ensuring stringent data security to protect customer information and comply with privacy regulations, reinforcing trust and confidence in the brand.
6. Differentiating brands through exceptional CX, emphasizing customer-centric strategies to build trust and foster long-term relationships.
7. Implementing predictive analytics to anticipate customer needs and preferences, proactively addressing issues and enhancing customer satisfaction.
8. Using real-time data to make informed decisions and adapt to changing customer expectations, ensuring businesses remain agile and responsive in an ever-evolving landscape.

More broadly, these trends highlight the growing importance of technology and data-driven approaches in shaping CX while underscoring the importance of trust, transparency and personalization in building lasting customer relationships.

Businesses (and Their Customers) Thrive on Happy Employees

A strong CX lever is to care for the employee's experience (EX), as there is a strong correlation between employee experience and CX.

A positive employee experience often leads to higher employee engagement, resulting in better customer interactions and greater customer satisfaction, which in the end, drives higher profits.

According to Gallup research, companies with highly engaged employees tend to have customers who are more loyal and spend more. Specifically, businesses that scored in the top quartile for employee engagement had 10% higher customer ratings compared to those in the bottom quartile. Investing in employee experience can therefore be considered crucial for businesses looking to improve their overall CX substantially. When employees are engaged, motivated and supported, they are more likely to deliver exceptional customer service, fostering long-term loyalty and satisfaction.

Southwest Airlines is a well-known example of a company that excels in both employee experience and customer experience. Known for its strong corporate culture and commitment to employee experience, the airline focuses on hiring employees who align with the company’s values and creating a positive work environment that fosters teamwork, open communication and employee recognition. By developing employees through training, support and development opportunities, Southwest Airlines ensures a high level of engagement and commitment.

Focusing on the employee experience translates directly into a positive customer experience: Being known for its friendly, helpful and attentive employees who always provide exceptional service, Southwest Airlines consistently ranks well in customer satisfaction surveys and has received numerous awards for its customer service.

Southwest Airlines' success in EX and CX is due to its understanding of the interconnectedness between the two. By investing in its employee experience and ensuring that employees are motivated and engaged, the company has created a customer-centric culture that leads to consistently high levels of customer satisfaction and loyalty.

Figure 1: Employee Experience Trends that Facilitate CX

Employee Experience Trends that Facilitate CX

Employee experience trends can facilitate a great CX by creating an engaged and empowered workforce that is equipped to deliver personalized and seamless customer experiences, which must be seen as essential for businesses to thrive in today's competitive landscape.

By focusing on employee well-being, development, and satisfaction, organizations can create a positive work environment that enables employees to excel in their roles and support the overarching customer experience goals.

By understanding the interconnectedness of CX and EX, organizations can unlock new opportunities for growth, customer satisfaction and long-term success.

Key Takeaway

Optimize your organization's approach to great CX by:

1. Evaluating your current CX and EX strategies and identifying areas for improvement and alignment
2. Investing in employee training, tools and technology to support and empower your team to deliver exceptional customer experiences
3. Continuously monitor and adapt your CX and EX initiatives to stay ahead of emerging trends and changing customer expectations.

Empower your employees to drive the change, and watch your organization reach new heights in customer satisfaction and success as the future of customer experience starts with them!

About the author

Roman Pelzel

Roman Pelzel is a thought leader and trusted advisor with more than 25 years of experience in leading and facilitating digital workplace strategies and technologies as well as ITIL/value-driven service management in different business areas (insurance, automotive, utilities, e-commerce). He has made it his mission to sustainably connect talent and technology by helping organizations transform their digital workplaces into a digital work state experience that put people first. Roman is a recognized expert in workplace management technologies as well as hardware and software rollouts. He contributes to his clients' success with his comprehensive expertise gained in various roles, combining leadership, coaching and technical skills.  read moreread less