Demand for convenience is the number one customer behaviour to influence CX practitioners’ planning in 2024.
This comes from the new report from CX Network, ‘The Global State of CX 2024′. Demand for convenience increased from fourth place in last year’s report.
“We need to go back to basics and deliver to expectations,” says Sam Phillips-Lord, senior customer insight manager for Hastings Direct. “As a customer, I want to be able to do what I want to do, in the quickest way possible – that means if I can’t do something online, don’t make me try. Don’t lead me down the garden path on a journey that takes in all the things I can do if the thing I want to do cannot be done.”
Having convenience rise to the top of customer behaviour trends indicates customer desire for a simpler experience with brands. Efficiency and ensuring good quality service should be top-of-mind for companies to ensure customers are satisfied.
56% of respondents strongly agreed that customers will switch brands when unsatisfied, with organisations needing to focus on a customer-centric strategy, alongside driving technological innovation.
Over half of CX practitioners also strongly agree that data privacy and security are becoming more important to customers. This is in line with the customer base becoming increasingly ‘tech-savvy’ compared to previous years.
Transparency of data usage is key to boosting customer loyalty. Organisations must do more to improve customer understanding of the purposes and benefits of data collection, to better communicate the value exchange of information for improved service.
“Utilising AI and data analytics to understand customer preferences and behaviours in real-time allows for the creation of tailored interactions that resonate on a personal level, minimising the time spent by customers on finding the products that match their expectations.” comments Vinay Parmar, CEO of Dhruva Star.
The new research overall highlights that customers currently want things done to a high standard, in quick time, and with transparency about data usage. CX leaders should pay attention to what customers currently want and how their behaviours are changing, to assure they’re up to scratch.