When it comes to digital experience business and digital marketing, the only constant is change. In 2019, expectations for personalized interactions soar as more brands use technology to put customers at the heart of their digital offering. But what are the challenges for 2020?
To help realize your startup digital vision and improve customer experience (CX), Netcentric defines five key trends that brands must be aware of if they want to stay at the forefront of customer experiences in the coming year.
Adobe Experience Platform
Optimizing CX for the experience economy has been key throughout 2019, and for many businesses, leveraging Adobe Experience Platform (AEP) has been pivotal in this transformation. This year, there will be a lot more at stake when it comes to implementing a superior customer experience. In fact, product usage metrics will become key indicators of a company’s value and will rank alongside financials in terms of measuring a digital business’ health and potential for growth.
Gartner predicted that 80 percent of emerging technologies will have AI foundations by 2021. By 2023, Gartner foresees that artificial intelligence and deep learning approaches will overtake traditional machine learning as the main approach for applying data science in digital communications. Whether marketers like it or not, AI will become an ever-more pervasive part of customer’s lives in 2020. AI isn’t a tickbox to be checked symbolically in a single project, it’s a technology which will infuse all platforms and tools. Brands looking to stand out in the digital noise of 2020 should prepare for profound and wide-reaching AI integration.
Studies show that young people, in particular, continue to want companies to serve a higher purpose than simply delivering them a service in 2020. 62 percent of consumers said they wanted the organizations they engage with to have a clear message on relevant issues such as sustainability, transparency and fair employment. That desire has only grown in the last few years. In 2020, there will be alignment around business values, establishing transparency protocols and empowering employees to deliver the best experiences possible.
2020 brings with it the promise of making superior data governance a reality. The increasing demand for data privacy means that data compliance will become a central feature in both software selection processes and marketing. Software vendors will offer compliance as a service, which will be key to companies’ ability to keep up in a constantly changing regulatory environment.
Scaling with the cloud
Cloud technology is no newcomer when it comes to experience business. However, for businesses facing an ever more uncertain future, set to be radically disrupted by new technology and changing customer behaviour, leveraging cloud technology will be the key to staying flexible. Large brands need a cloud-based, big-data architectural solution that lets them scale with ease and innovate at pace.