CX Predictions for 2020: Is Your Brand Ready?

Originally Published in Forbes Tech Council 

Written By Mark Smith

We see four critical changes coming to the world of customer experience (CX) in 2020. Your brand will want to take note of these changes because one simple fact won’t change: Customer experience is the main battleground on which brands compete for customers.

Customer experience matters. Nearly three-quarters of consumers say they have no problem abandoning brands — even those they’re loyal to — after a bad experience. At the same time, only 10% of customers say that most brands are meeting their expectations for a good customer experience. In other words, the stakes are high, and most brands are falling short.

That being said, what are the critical ways that CX will change in 2020?

1. Brands will move away from trying to measure customer experience.

While it may sound strange to claim that CX matters but brands will stop measuring it, many are beginning to recognize the futility of traditional CX measurement. NPS scores, churn, time on site, loyalty and even customer satisfaction only tend to get at CX inferentially. Such metrics are also frequently subjective and seldom directly actionable. As a result, as Forrester points out, CX and marketing professionals often struggle to determine whether their CX initiatives add value, either for the customer or the company.

In 2020 and beyond, brands will focus on measuring behaviors, particularly those associated with customer journeys, and analyzing what customers actually did, what they did next and what most influenced these actions. Accordingly, we’ll see greater adoption of measurement frameworks built around journey steps, allowing organizations to visualize relationships between disparate touch points and analyze the effectiveness of entire journey sequences. Who wins and who loses on the CX front will be determined by the ability of brands to measure and respond to, ideally in real time, customer journey activity.

Read the other three insights and the original article on Forbes: