Editorial
The Gist
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2023 was great, but not perfect. Although technological advancements helped bolster CX, they also posed a plethora of challenges.
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Implement CX New Year’s resolutions for 2024. Ignoring pressing issues will only hinder the customer experience moving forward.
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The future is bright. CX leaders have the potential to transform the customer landscape next year, if they prioritize the right ideas.
Using Failure to Spurn CX New Year’s Resolutions
With 2023 coming to a close, I’ve been reflecting on the concerns one of my friends expressed recently, which made me think about CX New Year’s resolutions for 2024:
"I'm worried that CX is failing most organizations. The people doing the work are burnt out. Executive scrutiny is forcing impossible decisions. Customers are encountering friction, frustration, and service failure consistently. No good will come if something doesn't change."
As someone who spends lots of time connecting dots between customer touchpoints — either human or automated — as well as the goals, outcomes and strategies senior leaders aim to accomplish, I've come to value his perspective. He keeps me grounded in the current realities of the CX space and away from the “shiny object syndrome” that often results from working with tech.
Avoiding disillusionment allows me to focus on trends happening inside of organizations — not the ones being hyped up. When it comes to real-life customer experience obstacles, I think we’re due for an annual review. Here are some shortcomings and CX New Year’s resolutions to correct them.
EX and AI: Shortcomings in 2023
AI dominated headlines in 2023, but an emphasis on people, process and strategy was stronger than ever in regards to CX. While businesses explored new and exciting technology, what mattered was the essential and complex work that predicted the potential for AI-enabled solutions — before they were fully realized.
This year, organizations continued to struggle with employee engagement and team morale. Economic tumult led to headcount reductions and staffing limitations, cost-reducing explorations and efficiency measures drove conflicting narratives pertaining to AI, and discontentment spewed from workforces tired of decisions that seemed counterintuitive to improving CX.
This frustration and apathy was shared by both entry-level workers and leaders made anxious by the pressures and expectations of their ability to align CX resources and deliver on promises.
CX New Year’s Resolutions No. 1
In 2024, organizations must set CX New Year’s resolutions and identify and address the factors eroding employee experience. The relentless pace of change — amplified by economic uncertainties and the ongoing repercussions of the global events — has taken a toll on employee engagement and morale. The cracks exposed in the foundation this year have widened, threatening the stability of the CX ecosystem. The burden of executive scrutiny and impossible decisions cast a shadow over the workforce, necessitating a recalibration of leadership strategies.
Now, leaders must comprehend the nuanced interplay between employee satisfaction, operational efficiency and customer delight. As organizations navigate the uncharted waters of 2024, they’ll need a holistic approach that acknowledges the symbiotic relationship between a motivated, well-supported workforce and the delivery of exceptional customer experiences.
Only by addressing the root causes of discontentment and fostering a workplace culture that prioritizes employee and customer needs can organizations hope to steer through the challenges ahead.
Related Article: 5 CX Trends Businesses Should Know About
When CX Ownership Flopped
In 2023, customer experience ownership remained unclear, and operational misalignments limited initiatives' ROI and strategic impact. The elusive nature of accountability left organizations grappling with the repercussions of disjointed efforts and a lack of cohesive vision.
While the headlines celebrated the potential of cutting-edge technologies, reality reflected a struggle to bridge the gap between customer-centric aspirations and operational execution. Initiatives aimed at enhancing customer interactions fell victim to siloed departments and conflicting priorities, hindering the seamless flow of data and insights company-wide. As the buzz of emerging trends permeated boardroom discussions, the need for a unified and cross-functional approach to customer experience became increasingly evident.
CX New Year’s Resolutions No. 2
In 2024, organizations must set CX New Year’s resolutions to establish a clear line of ownership, break down internal barriers and foster a collaborative environment where the entire workforce is committed to elevating the customer journey. Otherwise, the full potential of transformative initiatives risks being lost in the maze of organizational ambiguity.
Businesses also need to clarify their CX North Star and unify the functional stakeholders' ability to understand and serve their consumers. The coming year demands a renewed commitment to forging a shared vision that transcends individual departments.
Companies must go beyond adopting the latest technological innovations to create a frictionless, end-to-end customer journey that reflects a deep understanding of customer needs and expectations. Every employee must see themselves as custodians of the customer experience, irrespective of their role or department. From the frontlines of customer support to the backend of data analytics, each functional area plays a pivotal role in contributing to the holistic customer journey.
To achieve this, organizations must invest in comprehensive training programs that cultivate a customer-centric mindset across all levels of the workforce. Leaders should champion a culture that values empathy, actively listens to customer feedback and empowers employees to make decisions that prioritize customer satisfaction. Unifying functional stakeholders requires breaking down communication barriers and fostering collaboration between traditionally siloed departments.
Realizing the full potential of customer experience initiatives in 2024 demands a concerted effort to ensure that the entire organization is aligned and propelled by a collective commitment to delivering exceptional customer experiences. This unified front, guided by a clearly defined customer experience north star, will be the cornerstone for organizations seeking to navigate the complexities of the evolving business landscape with resilience and customer-centricity at the forefront.
Related Article: CX Trends in 2023 to Win Customers Over
Ineffectively Scaling AI
In 2023, the need for better data integrity, improved knowledge management and well-documented processes was fully exposed as a risk to scaling AI effectively. As organizations grappled with the promise and potential of this technology, its limitations became glaringly evident in the face of inadequate data governance and knowledge sharing. The AI craze overshadowed the fundamental requirement of a robust foundation: reliable, high-quality data.
Inconsistent data sources, incomplete dataset and a lack of standardized processes hindered the seamless integration of AI solutions into existing frameworks.
Knowledge management also emerged as a critical linchpin in the successful deployment of AI. Organizations struggled to leverage the full power of AI algorithms when essential institutional knowledge was scattered across departments or, worse — trapped within the minds of individual employees. This posed a significant impediment to the scalability of AI initiatives, hindering the ability to capitalize on the technology's transformative potential.
CX New Year’s Resolutions No. 3
Next year, companies must invest in CX New Year’s resolutions for data governance frameworks to ensure quality and consistency. Simultaneously, a concerted effort should be made to centralize knowledge management, creating accessible repositories of institutional wisdom that can fuel and inform AI applications. Well-documented processes — from data collection to model deployment — are indispensable for effectively scaling AI.
As the focus shifts from the novelty of this technology to its practical implementation, the lessons from 2023 underscore the imperative for organizations to fortify their data foundations, cultivate knowledge sharing and streamline processes for a more resilient AI landscape.
Looking Ahead for Holistic Improvement
By reflecting and looking ahead, it becomes abundantly clear that the trajectory of customer experience is at a critical juncture. The concerns voiced by my friend at the outset of this exploration — employee burnout, operational misalignment, and the elusive ownership of CX — are not isolated incidents but rather symptomatic of a broader industry-wide struggle.
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As we step into 2024, we must confront these challenges head-on and with a concerted, strategic effort. The convergence of employee experience, organizational alignment and data integrity must be the focal point of CX initiatives, transcending the allure of technological advancements alone.
We need a holistic approach that places people, processes and strategy at the forefront. Only by fostering a workplace culture that values both the internal team and the end customer, breaking down silos and fortifying the data foundations can organizations hope to navigate the intricate terrain of 2024 with resilience, innovation and a steadfast commitment to delivering exceptional customer experiences.
The challenges are formidable, but the potential for transformation is equally profound. As we venture into the future with our CX New Year’s resolutions, this synergy between the human touch and technological prowess will define not just the success but the soul of customer experience in the years to come.
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