What will be the 2020 customer experience trends? What will businesses that want to differentiate with customer experience and stand out from the competition focus on? We compiled the customer experience trends that will stand out in 2020 for you. Focus on trends without making the most common mistakes in customer experience.
ROPO
Although physical stores have started to fall out of favour with the rise of e-commerce, physical stores are still the locomotive in many sectors. Although advantages such as more affordable prices and delivery to the address bring the e-commerce channel to the forefront, consumers do not want to buy without seeing it. ROPO (Research Online Purchase Offline), the trend of researching online and purchasing offline, is on the rise. We see that this trend is quite common in products other than fast-moving consumer goods. There is also an increase in the opposite of ROPO (Research Offline Purchase Online), that is, the tendency to experience the physical store and make the purchase from the e-commerce site.
Instead of positioning virtual and physical stores as competitors, it would be best to create a structure that supports each other. Physical stores should also be seen as experience centres. You can offer your customers in the physical store a discount code valid in the virtual store. In this way, you will have the chance to measure what percentage of sales in the virtual store comes from the physical store. Apply the opposite of this scenario. Use the advantages of physical and virtual stores to support each other.
NPS
One of the simplest rules in business: You cannot manage without measuring! It is absolutely necessary to measure customer experiences at all touch points. The rise of NPS, which has become one of the most prominent customer experience metrics in recent years, continues.
NPS, which allows measuring customer loyalty with a single question, is also preferred by the world’s largest companies. You can create a logical flow in the NPS survey and try to get more information from your low-scoring customers. Measure with different metrics with NPS. Turn your long and boring surveys into result-oriented and dynamic short surveys.
Omni-channel management
You may be reaching your customers through different communication channels. Website, mobile app, physical store, social media, sms, email, etc. Manage all these channels with an omni-channel approach. Collect and manage all feedback at a single point. Measuring the customer experience at all touchpoints and having an overview of the customer journey map will reduce the churn rate.
Automation and integration
Instead of offering periodic surveys to customers, you can set up automations that will make instant measurements at touch points. Ask them how their experience was after shopping via sms, email. Ask your customers who visit your website for suggestions to improve your website. The more automation, the less human power. Use the advantages offered by technology. Integrate between different systems with APIs and SDKs. You can choose cloud solutions that can work integrated with each other instead of independent systems.
Emotion analysis with artificial intelligence
Read each customer comment carefully and classify it as a thanks, suggestion or complaint. Always provide feedback when necessary. You can do all this quickly by using AI-powered text analysis systems. Sentiment analysis of customer comments will be a new metric for you.
Instant and fast feedback with Kiosk
One of the channels you can use to get instant and fast feedback from your customers is kiosk screens. You can offer your customers the opportunity to make evaluations on the kiosk screen you will offer without using an extra application and device. You can measure the NPS and happiness rate on a touchpoint basis with high frequency responses.
Employee experience
The goal of every ambitious brand is to offer a seamless customer experience. The path to a seamless customer experience is through the employee experience. If you are not providing a good experience for your employees, forget about a great customer experience. You can use eNPS and other measurement methods for employee experience. Measure employee experience with periodic surveys and ask your employees for suggestions to improve your products and services.
