The future of CX

Organisations have started with a focus on re-engineering processes through customer journey mapping and process optimisation i.e. the easy place to start – because let’s be honest, it’s a lot easier to change a process (and sometimes even a system) than it is to change human behaviour! However, there are only so many processes that can be re-engineered before you actually have to look at how your customers are interacting with your business.  Not to mention, it’s also a lot easier to dabble on the surface than it is to have to fundamentally change your business. 

In the next 5 years, many companies will be able to continue this surface level dabbling of making tweaks to appease customer’s frustrations. They may be able to focus on just one of the channels of CX such as technology or maybe a customer experience lens over the marketing plans and strategies. However, the real long-term players will be able to rethink all of the elements of their business from a customer experience lens within the next 10 years. There will be many businesses that will be different to where they are today.

In the next 10 years, there is going to be greater integration between traditional business models, data scientists, and psychologists or human behaviour specialists. In his best-selling book, Yuval Harari makes the great case that what sets humans apart is our ability to cooperate on a large scale. Whilst this occurs at a societal level, there is going to be more cooperation across non-competitive fields to assess the efficiency of CX with a business lens. The complexity of the problems and the technology we are working with is going to increase and this will require more and more specialists coming together to be able to understand holistic problems and create real solutions. CX will move to more holistic and multi-faceted areas as these different parties bring their speciality to bear overall.

Ultimately, CX will cease to be an influencer and driver once it is more embedded into the baseline platform of a majority of organisations and these organisations will begin to find other unique ways to differentiate themselves in the market.

As a leading CX organisation, Probe is in the unique position of being able to work with different clients in different industries, providing insights into leading CX practises.