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7 Trends Shaping The Future Of Customer Experience

Kate William

9 min read

Customer experience or (CX) is the perception that a customer has of your brand that arises throughout the customer journey. Businesses should always strive to provide a positive customer experience. Try to recollect the last time you had a great customer experience. How did that make you feel and did your perception of the business improve afterwards? After having a positive encounter with a brand or company, customers are more likely to provide a good word of mouth, customer loyalty improves to a great extent, and they are more likely to make continuous purchases from your business. Which is why the future of customer experience should be looked into. 

Here’s a customer experience survey created using SurveySparow to help strengthen customer relationships, this improving customer experiences.

It has been reported that Companies with a customer experience mindset increase their revenue 4- 7% than their competitors- Customer Experience is a competitive advantage that helps a business set itself apart from others and can be a key differentiator. Isn’t that a good enough reason to realize the importance of customer experience? The adage “Customer is King” rings true, especially today. 

Now that we have established how vital Customer experience is, let us delve into the future of customer experience and the trends that will shape CX.

1. Artificial Intelligence

Leading businesses have invested in cutting edge technology to augment their customer experience management. Artificial Intelligence is the buzzword of the decade. Most people imagine Artificial Intelligence as a robot. It is not merely a robot but an intelligent software which can be programmed. Enterprises are leveraging the use of Artificial Intelligence to enhance the customer journey.

Some applications of AI being used to upgrade and likely to shape the future of Customer Experience:

  1. Chatbots: Chatbots are AI-based tools that can simulate real conversations with users through websites, Messaging apps or Mobile Applications. Chatbots are designed to answer customer queries and are available 24X7 to provide personalized responses. By eliminating delays and immediately dealing with customer complaints, Chatbots enhance the overall customer experience. Are you searching for a chatbot for your website? Look no further! Utilise Feedbot: SurveySparrow’s No code chatbot for your website. With no code creation required, you can design these chatbots with a theme, add conditional logic branching and analyse the data in real-time in addition to cross tabulating responses. Design engaging chatbots with pop up cards and embed shortcodes if required.
  2. Understand your customer: AI gathers customer data continually and analyses it, to anticipate customer behavior.AI can be integrated into CRM platforms to improve real-time decision making and predictive analytics. It can be powered with real-time data that can help marketers gain a deeper understanding of customer needs. By recommending the next best actions, AI-Powered platforms can offer a unique customer experience.
  3. Virtual Assistants: According to Gartner reports, 15% of customer service interactions will be handled by a virtual voice assistant in the year 2021. Interacting with voice technology feels like talking with a friend. This enables users to gain closeness to a brand and creates a more personalized experience compared to chatbots. Virtual assistants can be integrated into websites, mobile apps or even IoT devices.

2. Augmented Reality  

Products and services of a business are the two touchpoints that customers engage with daily. The need for an interactive experience while using them is increasing, which has accelerated the use of AR solutions. The primary use case of Augmented Reality lies in product visualization- A combination of a real-world and virtual environment. It enables users to experience in real-time, how a product will appear in the physical world, where digital content is superimposed on to the real world. It is widely used in retail and e-commerce to drive the customer experience journey.

AR can also be leveraged for technical support by creating AR user manuals, AR remote assistance and AR customer service. With the aid of AR, support agents can assess customer issues in real-time and help to provide real-time solutions. Real-time solutions prevent miscommunication, and the agent can share mark-ups to the image the customer shares to give them clarity on how to fix their issue. Visual guidance by leveraging AR would be akin to the customer support agent standing side by side with the customer. By overlaying instructions on your physical Reality rather than the computer screen, AR would be a game-changer in customer support, thereby improving the customer journey. Today’s brands have begun to exploit the immersive technology that offers a personalized experience to the user. Brands that provide personalized experience have been reported to have increased their revenue by 5 to 6%, at a higher rate than brands that do not offer one. 

3. Data security

The customer’s data which is collected (with their consent, of course!) should be protected from cybersecurity data breaches, which can end up leaking their data. A data breach can alter the customer experience in a bad way and can damage your brand image. Trust is the most critical factor for a business, and once trust is lost, all is lost. It can lead to hefty fines and financial losses. By practicing appropriate data security measures and organizing cybersecurity awareness campaigns throughout the organization, data breaches can be minimized to a great extent. It is crucial to note that if your enterprise is based in the EU or services clients in the EU, specific data protection regulations must be adhered to. GDPR which stands for General Data Protection Regulation act is one such regulation enforced in the EU region . It accords citizens with the right to be forgotten -to have their personal data records deleted upon request.

Such laws promote transparency and give power back into the hands of the customer. They can obtain a clear view of how their personal data will be used and where. Under these regulations, not only do businesses have to focus on data security, but they must prioritize on data transparency as well. 

4. The intrinsic connection between Employee Experience and Customer Experience

Just as companies value their customer experience, they must also remember to give equal importance to their employee experience as well. If employees are motivated, they can perform well enough to achieve the promises that the company has offered to its customers. The intrinsic connection between employee experience and customer experience is, therefore, implicit. Effort must be made to incorporate employee wellness sessions, training, and guidance to improve the overall employee experience. If the employees feel a connection to their company, they would work with enough zeal and realize the importance of serving customers. Want to obtain a pulse of your workforce? Fret not! SurveySparrow offers employee engagement surveys to assess the level of engagement of your workforce.

Promote a better workplace culture and measure employee satisfaction regarding the benefits they obtain and their daily work life. Apart from the employee engagement survey, you can utilize SurveySparrow’s Employee pulse survey which can help enterprises to get an idea of the employee pulse. They can be scheduled quarterly or biannually, and you can gain insights when the generated reports are sent straight to your inbox! Another SurveySparrow product much in demand is the Multi-Rater assessment which enables you to monitor employee activities and take appropriate steps to increase their engagement.

5. Customer journey mapping

Customer journey mapping is a term that is used to define the process of creating a customer map. A customer map is used to visualize the multiple touchpoints the customer interacted with. They engage with your brand on various channels- through social media, your website or offline through the sales team. Customer journey maps assess the real needs of your customer, and this way, you can plan how best to serve their needs.

Customer experience varies at each stage of the customer journey, and the customer map is a means by which their pain points can be identified. It is one of the unique tools to measure customer experience journey and customer maps can help understand what exactly motivates your customers and their challenges. Compare the actual customer experience received with what they desire or what is benchmarked as the standard. Analyze the buying funnel as they move through the various stages of the funnel: Basic Awareness, Keen Interest in the product, Desire and finally, Action that involves purchasing the product/service.

Improve customer satisfaction index.

In short, the primary purpose of customer journey mapping is to understand them better and offer tailor-made, personalized services based on the information gathered.

6. Omnichannel Delivery

For enterprises, having multiple channels for customer interaction is nothing new. Customers who interact on a variety of channels are more likely to convert. But connecting all these channels is important as well. From the customer’s perspective, it would be much more convenient if every interaction with your enterprise were seamlessly streamlined to form a singular experience. Irrespective of the channel used by the customer in engaging with your business, all their interactions should be streamlined into a unified customer experience.

Omnichannel customer experience allows you to attain a Bird’s eye view on your customer journey at each of the touchpoints. It makes getting in touch with your business more manageable, and reports suggest that it enhances brand loyalty encouraging them to make repeat purchases. One of the factors overlooked while creating an omnichannel experience is that the same person would view your content not just across various channels but multiple devices. Scaling your content to fit across different screens is a top-most priority to ensure a smooth digital journey. Above all, understand your audience and deliver what they want. Based on the demographic you wish to target, strike a balance between the various channels used and enhance your customer management.

7. Hyper- personalization

Customers greatly value personalized customer experiences. Personalization refers to designing your products and services following their individual requirements. Customizing the customer journey based on what we know about them is easier said than done. Due to the increased personalized services available around them, once customers receive an impersonal experience, their level of satisfaction has reportedly decreased. One of the first steps to get to know your customers is by using effective customer data platforms that can gather data on their interactions with your product and gauge their behavior to target their unique needs.

Segment your audience into different buyer personas based on their age and gender, geography, online purchasing pattern and education. Audience segmentation enables the creation of buyer personas who you can easily cater to and personalize their customer experience. After the collection of data and its segmentation, enterprises can begin to execute their personalization strategy across multiple channels and platforms.

E-commerce giant Amazon, online streaming platform Netflix and Facebook are all enterprises that have mastered the art of personalization by leveraging customer data. Personalization is the future of CX that would reap many benefits like improved customer relationships, customer retention and a higher conversion rate

How surveys can level up your Customer Relationship Management

Customer relationship management software is a critical tool to build lasting customer relationships. To provide these customers with the best products and services, it is imperative to assess their needs through surveys. Getting to know what they feel about your enterprise, their pain points and their requirements can work wonders for your business. Gaining information through customer feedback and identifying negative customer experiences before it is too late, can have a huge impact. 

The data obtained from these surveys can then be integrated into your CRM to enhance customer experience. Why should you level up your customer relationship management with surveys? The many benefits include getting immediate feedback and converting prospects into customers based on their survey responses, incorporating all data related to your customer including the survey results in the CRM and automatically sending out suitable customer surveys at each major event in the customer relationship. 

In short, survey results are valuable data, and CRM is a valuable tool that can enhance the customer experience. Kickstart your customer experience journey with SurveySparrow’s one-of-a-kind surveys. With features like subaccounts with centralized billing, single sign-on for teams, visual workflows and multilingual surveys, SurveySparrow is your go-to for a myriad of customer feedback surveys. Choose one according to your requirements:

Website Feedback: Visitors to your website are one of the primary sources of organic traffic. Add Survey Bots to your website to resolve queries, collect instant feedback from the visitor and offer support whenever needed.

Customer Effort Score (CES):  CES measures how easy it was for customers to use your products. CES surveys are distributed, often after a sale or an interaction with your brand.

Customer Satisfaction: Gauge customer’s satisfaction level with your product/service after the purchase or renewal of a subscription. If CSAT scores high, it means you have happy customers who will stick along with your brand.

NPS(Net Promoter Score): A survey to measure customer loyalty, NPS measures how likely it is that a customer would recommend your enterprise to a friend or colleague. Based on the score, they are classified as detractors, passives and promoters. The difference between detractor per cent, and promoter per cent determines the overall NPS score. SurveySparrow offers both Relational and Transactional NPS. Relational NPS measures overall brand loyalty and can be shared at fixed intervals. Transactional NPS are sent out after a recent interaction with your brand to assess the customer’s satisfaction after the latest communication with the brand.

Customer Exit surveys: Share these surveys with your customers when they are about to leave your brand. Understand the reason behind their exit and improve upon those to decrease customer churn rate. Here’s a customer exit survey created using SurveySparrow.

To create similar customer experience surveys, you can sign up on SurveySparrow for FREE.

Event feedback: Enterprises can leverage this survey at all customer touchpoints: presales, during the interaction, and after-sales to understand their experience with your brand.

Product Feedback: SurveySparrow’s Product feedback surveys are conversational surveys that ensure your customers are fully involved in the survey and at the same time, helps in pinpointing any issues they had, while using your product. Conversational surveys have a 40% completion rate compared to other surveys.

White label all your surveys to maintain brand identity and share them via email, social media, weblinks and more. We help you collect omnichannel feedback with ease. These survey results are then presented as real-time reports so that you can analyze them in detail. Above all, SurveySparrow’s surveys are encrypted, and we collect data securely giving utmost importance to data security. Protect your surveys with passwords to ensure single sign-on (SSO) for your enterprise. SurveySparrow’s experience management platform is GDPR compliant and is a one-point source for all your business needs related to surveys and experience management tools.


There have been various trends that have shaped the customer experience over the years. While choosing the trend that needs to be adopted by your business, there is no one size fits all approach. Creating a remarkable customer experience should be at the heart of each trend that is adopted. Additionally, gathering customer feedback through surveys can help you gain insights into their experience and understand their pain points. The future of customer experience is ever-evolving, and enterprises across industries should show a keen interest in it s customers are the backbone of any company.

Kate William

Content Marketer at SurveySparrow

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