DIGITAL CUSTOMER EXPERIENCE TREND 2021 - Saasten
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DIGITAL CUSTOMER EXPERIENCE TREND 2021
COVID-19 has overwhelmed lives and of working are carried over into the future.
livelihoods around the globe. For vulnerable Companies are doing their best to manage
individuals and the customer teams that through this pandemic—from ensuring an effective
serve them, it has also forced to rethinking crisis response, to managing supply-chain
of what customer care means. Suddenly, disruptions, to safeguarding the well-being of their
examinations of customer journeys and employees by adjusting daily working practices.
satisfaction metrics to inform what During the COVID-19 crisis, one area that has seen
customers want has given way to an acute tremendous growth is digitization, meaning
urgency to address what they need. everything from; online customer service to remote
Many elements of business and life are working to supply-chain reinvention to the use of
being challenged; in some cases, the next artificial intelligence (AI) and machine learning to
normal may look very different as new ways improve operations.
FEB 2021 | Saasten Technologies
to marketing because of the efficiency and
adaptability they lend to your analytics and
Source : Bain Analysis 1 reporting system.3
This is especially apparent when it comes to
In times of crisis like today, the interaction prioritizing the various optimizations of your
between companies and consumers marketing efforts. If there’s been one constant in
becomes something very meaningful to marketing within the past 10 years, it’s rapid
foster trust and loyalty. One of the main change. AI can assist marketers by being a
benchmarks that is taken into consideration foundational layer on which to build a
is the existence of customer experience panoramic view of all your customer
carried out by brands that are directly touchpoints.
related to customers and how they provide
services and experiences that customers
Digitally enabled productivity
need with a touch of empathy, and
attention, or more precisely ‘a human gains accelerate the Fourth
touch’. Industrial Revolution
According to the Edelman survey,
consumers also want resources they can
More positively, in the past, it has taken a
trust that can make them feel secure when
decade or longer for game-changing
things seem uncertain, and that offer
technologies to evolve from cool new things to
support when things seem too much.
productivity drivers. The COVID-19 crisis has
Research from McKinsey also states that
sped up that transition in areas such as AI and
64% of customers choose to buy from
digitization by several years, and even faster in
socially responsible brands, a figure that
Asia. A McKinsey survey published in October
has grown significantly in the past two
2
2020 found that companies are three times
years.
likelier than they were before the crisis to
Artificial Intelligence and conduct at least 80 percent of their customer
4
machine learning to improve interactions digitally.
operation
1.e-Conomy SEA 2021,” Bain Company, January 2021, www.thinkwithgoogle.com.
2.Rachel Diebner, Elizabeth Silliman, Kelly Ungerman, and Maxence
In recent years AI and marketing based on Vancauwenberghe, “Adapting customer experience in the time of coronavirus,” April
2020, McKinsey.com
analytic data models has become a 3.Kevin Sneader and Shubham Singhal, “The next normal arrives: Trends that will
necessity for solving problems that have define 2021—and beyond
4.Laura LaBerge, Clayton O’Toole, Jeremy Schneider, and Kate Smaje “How COVID-19
occurred for decades. AI and machine has pushed companies over the technology tipping point—and transformed business
forever,” October 2020, McKinsey.com.
learning are extremely complementary
FEB 2021 | Saasten Technologies | Page 2
Likewise with the Omni channel system which is
able to encourage maximum conversation.
Digital Customer Experience
Trend 2021
As part of the industrial revolution that has Source : Zendesk CX Report 2021
switched to using digital channels,
customer experience is also growing 2. Encourages agility and strong
rapidly. Saasten Technologies summarizes teamwork
the Digital Customer Experience Trend
Maintaining a strong customer experience in
based on some of references.
crisis requires rapid research to understand
changing dynamics and new pain points as well
1. Build quality of conversation as agile innovation to address them. Customer
above quantity to drive loyalty leaders who master that approach will create
Uncertainty ultimately changes habits and value for consumers in high priority areas and in
makes customers adopt new behaviors. an environment of increased competition.
Based on the Zendesk Customer Experience Therefore, companies currently need tools that
2021 survey data, at least 31% of customers can encourage flexibility in the support team.
make purchases from new companies in Based on Zendesk's survey data on CX Leader
2020, and another 84% plan to keep buying worldwide, 1 agent handles at least 3 channels
from them. at once. This aims to maximize efficiency by
Particularly in times of crisis, a customer’s using clear workflows and with the support of
interaction with a company can trigger an accurate management tools.
immediate and lingering effect on his or Apart from being demanded to be more agile in
her sense of trust and loyalty. As millions dealing with the ongoing crisis, one of the most
are furloughed and retreat into isolation, a crucial problems in customer experience, both
primary barometer of their customer service and marketing, is the company's inability
experience will be how the businesses they to understand customer pain points so that it is
frequent and depend upon delivering unable to provide more accurate services. A
experiences and service that meets their survey from Zendesk CX states that more than
new needs with empathy, care and concern. 50% of enterprises are unable to see the
In fact, this encourages messaging apps as personal data of customers who submit ticketing
the most used medium of conversation complaints.
today.
FEB 2021 | Saasten Technologies | Page 3
By using Artifical Intelligence, companies are now getting to know their customers better
through the support of common types of customer data. Agents can get to know the customer
and their information needs and be personalized based on your customer's needs.
3. The future of work is now!
Based on the results of several studies, it states that at least 50% of teams have gone fully
remote working. Even though it is internal problem, but it will ultimately make the company's
service to customers less than optimal, especially in the midst of uncertainty. This is
exacerbated by 36% of companies laying off workers, causing 68% of agents to bear excess
workload due to lack of manpower.
Faced with these challenges, companies are heading back to the drawing board to figure out
how to better organize their teams. A recent survey found that 92 percent of executives have
had to rethink how they worked because of the pandemic. Many are developing long-term
solutions that include better employee engagement, more flexible work environments, and
structural changes to workflows that better suit employees' needs. Finally, it make the trend of
cloud services usage, such as cloud telephony and software as a service that can be accessed
remotely.
As a cloud consulting with expertise in digital channels and integration as well as areas like
digital marketing automation, customer service automation, and cloud integration, Saasten is
well positioned to help businesses succeed by transforming digitally.
Learn more, get in touch today!
salesmarketing@saasten.com
FEB 2021 | Saasten Technologies | Page 4
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