Customer experience has now become one of the most critical differentiators on the market. From acquiring and maintaining customers over time, increasing numbers of companies focus on experiential interactions and journeys. If CX professionals want to keep and build a successful brand, taking a customer-first approach has become almost mandatory. But it’s not as straightforward as it looks.
They always look for the answers; what factors will influence future experiences? Thus, Cognizant Digital Experience did revolutionary research based on the data and insights that drive significant changes in experiences. The team has identified political, economic, scientific, technological, social and environmental signals to answer the question.
They identified seven key themes that will lead to the next generation of experiences.
Designing For A Digital Generation
According to the research, we are changing our strategy to fit for a tech-savvy generation – the Gen Z and now is the time to give them more digital interactions that are creative and emotion-led. Besides, to enhance the digital experience, it will include aspects such as mood. With creativity at the core of future experiences, businesses need to allow users to “create” instead of leaning back.
More About Seamlessness
Cognizant describes this key topic as migrating from experiences typified by “millennial minimalism” to “refreshed indulgence.” Focusing on reducing friction led to generic brand experiences. Going forward, with more textured brand identities, we’ll have UIs that engage at more emotional levels. There will be a certain “flair” based on holistic brand strategies. Incorporating sonic and olfactory branding to move beyond the limits of screen-based interactions is one exciting aspect of this theme.
Being Ethical
Customers agree that a brand’s business goals cannot override ethical behaviour expectations. A new discipline in ethical technology means inviting more actors and perspectives to the table. Exchange of data and hyper-personalized privacy settings are fundamental aspects.
Escaping From Physical and Digital Realm
CX professionals redefine shopping and entertainment experiences as being anywhere. Next-generation virtual experiences can also allow digital stores to “try on” clothes or visit virtual destinations. New technologies like haptic and 3D reconstruction make many virtual experiences so vital.
Rethink Urban-Living Experience
The shift from human-centred to environment-centred experience design reflects this new priority. Building “partner teams” that deliver truly sustainable trade will be a crucial focus. Airbnb, Uber, and WeWork could join forces to rethink the urban-living experience.
Focusing On The Well-Being
The pandemic made almost all of us much more “health aware,” but a person’s well-being is not guaranteed. Well-being functionality will become more competitive. Exciting new approaches like gamification will help brands become trusted partners.
Breaking Through Rigid Definitions
In reality, we are not easily fit into a simple definition list. Experience must move away from rigid customer definitions or singular customer personas—self-identification changes in many different attributes or beliefs.
