Summary
Digital transformation that would typically unfold over five years compressed into a single year in 2020, leaving customer experience leaders to navigate the long-term implications of decisions made under crisis conditions. As businesses move from reactive pandemic response toward deliberate strategy, which shifts in customer experience will prove durable rather than temporary?
Eight themes are set to shape customer experience through the year, including the push for leadership alignment across marketing, sales, and digital functions, the rise of self-service channels beyond chatbots, and organizations' efforts to harness cloud infrastructure and artificial intelligence for more proactive customer engagement. Businesses are also balancing the demand for frictionless digital journeys with heightened security expectations following a year marked by cyberattacks and data breaches.
Beyond the customer-facing dimension, employee experience, hybrid working models, and consumption-based business models are converging with customer experience strategy. Companies are blending physical and digital ('phy-gital') experiences, and pay-as-you-go consumption models pioneered in telecommunications and cloud services are spreading into other industries.
- Leadership alignment, self-service, and disruptive technology adoption
- Employee experience, hybrid work, and phy-gital customer journeys
- Consumption-based, pay-as-you-go business models
Which of these customer experience shifts will separate the winners from the losers as the pandemic-era transition gives way to a new normal?
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