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The Year of Humanity—15 customer experience trends for 2018

by | Jan 3, 2018 | Public Relations

Every year, customer experience research, advisory and training firm Temkin Group highlights one theme that it sees as being particularly important for the customer experience community. In previous years, the focus has been on Empathy, Employees, Emotion, and Purpose.

Temkin Group, which recently announced the publication of its annual list of customer experience trends, has labeled 2018 as “The Year of Humanity.”

In 2018, Temkin Group is encouraging people to focus on Humanity in three areas:

Embrace diversity

Applaud our differences and find ways to treat people as individuals.

Extend compassion

Tune into the condition of the people around us and care about their well-being

Express appreciation

Proactively look for and acknowledge the positive aspects of the world around us.

“With all of the discord and tension throughout the world, it seems like a good time for all of us to refocus on what’s most important, our collective humanity,” said Bruce Temkin, managing partner of Temkin Group, in a news release.
The Year of Humanity—15 customer experience trends for 2018

Looking ahead to 2018, Temkin Group also identified 15 customer experience trends to watch:

1. Metrics reexamination

Companies will revamp and reconfigure their underperforming CX measurement programs.

2. Customer feedback pullback

Companies will cut back on the number of customer surveys and focus their data collection on areas where they are prepared to take action.

3. Voice recognition momentum

Companies will focus much more heavily on speech recognition for insights and interfaces.

4. Brand promise alignment

Companies will undergo projects to clarify or redefine the meaning of their brand and explicitly articulate their customer promises.

5. Experience design orientation

Design-oriented projects and efforts will increase as companies try to internalize experience design capabilities.

6. Customer journey expansion

Companies will realign their metrics, analytics, experience design, and innovation around customer journeys.

7. Digital integration

Companies will take the next step to digitation by building (and analyzing) experiences that tie together digital channels with contact centers and physical locations.

8. Chatbot rationalization

The short-term hysteria for chatbots will subside, but a longer-term wave of new AI-based applications will emerge.

9. Persona popularization

Design personas and behavioral segments will become an even more mainstream tool.

10. Analytics expertise shortage

Companies will aggressively recruit limited analytics experts and invest in retraining and retooling internal employees to fill this role.

11. Preemptive problem resolution

Service organizations will apply predictive analytics to find use cases where they can proactively resolve and avoid customer issues.

12. Newly energized executives

More senior leaders will jump on the customer experience bandwagon with an unrealistic sense of what it takes to drive success.

13. Customer experience dispersion

The term “customer experience” will continue to be misused and its meaning will become increasingly diluted.

14. Emergence of “people and culture.”

There will be a dramatic jump in the number of efforts that are explicitly focused on creating customer-centric culture.

15. Empathy and emotion dialogue

In “The Year of Humanity,” we expect to see executive agendas actually contain the words “emotion” and “empathy” on them.

Read more about these customer experience trends on Temkin’s Customer Experience Matters blog. For more information about The Year of Humanity, visit YearOfHumanity.com.

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Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 12 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richardc@bulldogreporter.com; @BulldogReporter

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