It’s no secret that in the past year, the words “customer experience” and “customer engagement” have become more prominent. As companies become better acquainted with their customers, their goals and expectations, the better they can tailor the way they deliver information, develop products and otherwise engage with their users.
Is 2012 the Year of Customer Experience?
With mobile devices becoming more affordable and accessible, brands can fit in the palm of their customers’ hands. As well, the rise of social media has made customers more comfortable approaching companies with complaints and compliments.
But what exactly will 2012 bring that will make it the year of customer experience?
During his keynote at the Customer Engagement Technology World 2011, David Berkowitz, vice president of Emerging Media at 360i, listed social context and personalized recommendations in his top 10 Mobile Social Trends. Customers will use these enhancements to find information in real time.
Forrester is currently soliciting suggestions for customer experience predictions for 2012. So far, comments point to more personalization as a way for customers to customize their online transactions as they travel, shop or use mobile applications.
On Aprimo’s blog, they turn to how shoppers planned to spend Black Friday and Cyber Monday and the tools they’d enlist in their pursuit for discounts and deals to make the case of customer experience. For many, tablets and smartphones would be used to compare prices, to track product availability and even to make purchases from their device. As a result, Colleen Pettit, director of digital and email services with Aprimo, says that such trends mean that
as marketers, we need to reach out across all channels with integrated messages that engage prospects and customers wherever and whenever they are ready to buy."
Of course, we must wait for 2012 to really understand how and if brands will leverage the customer experience. With only a month left before the new year, companies of all sizes are strongly encouraged to revisit their mobile strategies, customer relationship management tools and social media policies.