Unlocking the Power of Next Generation Customer Experience in 2018 – Trends, Strategies, and Success Stories



Trends shaping next generation customer experience in 2018

Customer experience has become a critical aspect of business success in today’s competitive market. With increasing customer expectations and the emergence of new technologies, businesses are constantly seeking ways to enhance their customer experience. In 2018, several key trends are shaping the next generation of customer experience, revolutionizing how businesses interact and engage with their customers.

Personalization and customization

One of the significant trends in next-generation customer experience is personalization and customization. Customers are looking for tailored experiences that cater to their individual needs and preferences. To achieve this, companies are leveraging artificial intelligence (AI) and machine learning technologies.

The rise of AI and machine learning for personalization: AI and machine learning algorithms enable businesses to analyze vast amounts of customer data, allowing them to understand their customers better. Through these insights, companies can personalize their interactions and offerings, providing customers with relevant and targeted experiences.

Collecting and analyzing customer data for tailored experiences: Customer data plays a crucial role in delivering personalized experiences. By collecting and analyzing data from various touchpoints, businesses can create a comprehensive view of their customers. This data-driven approach enables companies to provide tailored recommendations, relevant content, and personalized offers, resulting in a more engaging and satisfying customer experience.

Omni-channel experience

The next trend shaping customer experience in 2018 is the omni-channel experience. Customers now interact with businesses through multiple channels, such as websites, mobile apps, social media, and physical stores. They expect seamless transitions between these channels, with consistent and personalized experiences throughout their journey.

Importance of seamless transitions between channels: Customers want the freedom to choose how they interact with a brand. They expect to start a transaction online and complete it in-store without any disruptions or inconsistencies. Providing a seamless transition between channels is crucial for enhancing customer experience and building customer loyalty.

Strategies for integrating channels effectively: Businesses need to invest in technology and strategies that enable effective integration between channels. This includes implementing robust customer relationship management (CRM) systems, leveraging cloud-based solutions, and adopting technologies like API integration and single sign-on. These efforts combine to create a cohesive and synchronized omni-channel experience for customers.

Voice and chatbot technology

The growing popularity of voice assistants and chatbots is another trend that is transforming customer experience in 2018. These technologies provide businesses with opportunities to automate and enhance customer interactions.

The growing popularity of voice assistants and chatbots: Voice assistants like Amazon’s Alexa and Google Home have gained widespread adoption in recent years. Customers can now utilize these devices to interact with businesses, make purchases, and find information. Additionally, chatbots have become prevalent on websites and messaging platforms, providing instant assistance and support to customers.

Examples of successful implementations: Many businesses have successfully implemented voice assistants and chatbots to streamline customer interactions and improve overall experience. For instance, companies like Sephora and Starbucks have developed chatbots that provide personalized recommendations and enable customers to place orders through messaging apps. These innovations have not only improved customer convenience but have also increased operational efficiency.

Emotional engagement

Creating emotional engagement is a key focus in next-generation customer experience. Customers are seeking meaningful connections with brands that go beyond product features or transactional interactions.

The significance of connecting with customers on an emotional level: Emotional engagement helps businesses build strong relationships with their customers. When customers feel emotionally connected to a brand, they are more likely to remain loyal and advocate for the business. Emotional connections can be established through personalized communications, storytelling, and customer-centric experiences.

Strategies and tactics to create emotional engagement: To create emotional engagement, businesses should strive to understand their customers’ values, aspirations, and pain points. This understanding can be achieved through conducting customer research, employing ethnographic techniques, and implementing customer feedback mechanisms. By incorporating emotional elements into their customer interactions, companies can differentiate themselves in the market and cultivate long-term customer loyalty.

Strategies for implementing next generation customer experience

Implementing next-generation customer experience requires a holistic approach that encompasses various strategies and considerations. Here are some key strategies for businesses to employ:

Building a customer-centric culture

A customer-centric culture is essential for creating exceptional customer experiences. It involves aligning the organization’s goals, processes, and mindset with a customer-first approach.

Changing mindset and aligning the organization’s goals with customer-centricity: Businesses need to foster a mindset that prioritizes the needs and expectations of customers. This shift requires leadership commitment, employee training, and clear communication of customer-centric goals. When everyone in the organization understands the importance of customer satisfaction, they can work together towards delivering exceptional experiences.

Empowering employees to deliver exceptional experiences: Employees play a critical role in shaping the customer experience. By empowering employees with the necessary tools, resources, and authority, businesses can enable them to resolve issues, provide personalized service, and exceed customer expectations. Investing in employee training and development programs can also enhance their capabilities to deliver exceptional experiences.

Investing in technology

Technology is a key enabler for next-generation customer experience. Businesses need to invest in the right technology solutions that support their customer experience goals.

Finding the right technology solutions to support customer experience goals: There are numerous technology options available to businesses today, ranging from CRM systems to analytics tools to AI-powered platforms. It is crucial for businesses to evaluate their specific needs and select technologies that align with their customer experience strategies. Choosing user-friendly and scalable solutions will ensure a smooth implementation and ongoing success.

Integrating different systems and platforms for a seamless experience: Integration is vital in delivering a cohesive customer experience across various touchpoints. Businesses should focus on integrating their customer-facing systems, such as CRM, e-commerce platforms, and marketing automation tools, to create a seamless experience. Consolidating customer data and leveraging integrative technologies will enable businesses to provide personalized and consistent experiences throughout the customer journey.

Continuous improvement and feedback loop

Continuous improvement and feedback loops are imperative for businesses to stay ahead in the rapidly evolving customer experience landscape. Gathering insights from customers and employees can help identify areas of improvement and drive innovation.

The importance of gathering feedback from customers and employees: Customer feedback provides valuable insights into their preferences, pain points, and expectations. Implementing feedback mechanisms, such as surveys, focus groups, and social media monitoring, allows businesses to collect this information and identify areas of improvement. Additionally, employees, who directly interact with customers, can provide valuable feedback on operational processes and customer pain points.

Using feedback to drive improvements and iterate on the customer experience: Businesses should analyze customer and employee feedback to identify trends, uncover opportunities, and make data-driven decisions. This iterative approach enables continuous improvement of the customer experience and ensures that businesses stay relevant and adaptive to customer expectations.

Success stories of next generation customer experience

Multiple companies have successfully transformed their customer experience by embracing next-generation strategies and technologies. Here are two case studies that showcase remarkable achievements:

Case study 1: Company X

Overview of Company X’s customer experience transformation: Company X, a leading e-commerce retailer, embarked on a customer experience transformation journey to better serve its diverse customer base. The company aimed to personalize the online shopping experience and provide exceptional customer service.

Key strategies and tactics implemented: Company X leveraged advanced AI algorithms to analyze customer browsing and purchase patterns. This enabled them to deliver personalized product recommendations and tailor marketing campaigns. Additionally, the company implemented a 24/7 customer support chatbot, which quickly resolved customer queries and provided real-time assistance.

Measurable results and impact on business performance: Through their customer experience transformation, Company X experienced a significant increase in customer satisfaction and loyalty. Personalized product recommendations resulted in a 30% uplift in average order value, while the chatbot reduced average response time by 75%. These improvements ultimately led to a 20% increase in customer retention and a 15% boost in overall sales.

Case study 2: Company Y

How Company Y leveraged next-generation technology for customer experience: Company Y, a telecommunications provider, embraced next-generation technologies to enhance its customer experience. Recognizing the importance of self-service and personalized interactions, the company implemented a voice assistant and a mobile app.

Lessons learned and best practices from their journey: Company Y learned that investing in intuitive and user-friendly technology is essential for customer adoption. The voice assistant, integrated with smart home devices, allowed customers to perform various tasks, from checking their account balance to controlling their home security systems. The mobile app enabled customers to manage their accounts, view personalized offers, and troubleshoot common issues. By providing convenient self-service options, Company Y decreased customer service calls by 40% and saw a 25% increase in customer satisfaction.


In 2018, businesses must prioritize next-generation customer experience strategies to stay competitive and meet evolving customer expectations. Personalization and customization, omni-channel experience, voice and chatbot technology, as well as emotional engagement, are all integral components of next-generation customer experience.

Implementing a customer-centric culture, investing in technology, and continuously seeking feedback are crucial strategies for businesses to enhance their customer experience. Success stories like Company X and Company Y demonstrate the significant impact of implementing next-generation customer experience strategies.

The future of customer experience is dynamic and customer-driven. By embracing these trends and strategies, businesses can forge stronger relationships with their customers, drive customer loyalty, and create a competitive advantage in the market.


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