In recent years, customer experience (CX) has become a significant aspect within organisations' business strategies. Why? Because it is no longer enough to offer a good product or good service; the primary goal is to achieve full customer loyalty and satisfaction.

The vast majority of customers base their consumption decisions on the experience they had and generally remain loyal to brands that offer them solutions and good service, while discarding those that do not provide the answers they expect.

To meet this challenge, it is essential that companies rely on technology, an ideal ally to ensure that customers have a great experience.

The trend shows that more and more organisations are modernising their customer interaction systems using the latest technological tools on the market.

According to the CX Trends 2024 report from consultancy firm Zendesk, based on testimony from 4,500 company executives globally, 70% of global companies plan to use generative artificial intelligence solutions in their Customer Experience strategies.

The report also states that 83% of business leaders who are already using that technology say it has had a positive return on investment in their companies.

"We are living through the most significant inflection point we have ever seen in CX with the latest advances in AI. Companies will need to rethink the structure of everything, from the technology their teams use to how they provide support; companies that thrive will shift to a much smarter CX strategy," says Adrian McDermott, Zendesk's Chief Technology Officer.

Transformative Technologies

The challenge for companies is immense: rethinking strategies and structures to adapt to the requirements of new technologies and striving for outstanding customer experience.

Artificial intelligence is undoubtedly the technology having the greatest impact on organisations' strategies. Used in conjunction with data analytics and machine learning tools, it enables the analysis of large volumes of information to better understand customer preferences, and then offer more accurate and personalised recommendations or products.

AI-based chatbots are transforming the way customer support is provided, offering prompt, automated responses to common inquiries 24 hours a day, 7 days a week. Hybrid chat is another emerging trend, combining artificial intelligence-supported human interaction to offer consumers the best possible experience.

Another technology that is gaining traction is augmented reality. In retail, for example, stores can use AR apps to allow customers to virtually try products before buying them, such as makeup, furniture, or clothes. This technology is also used in tourism, with apps where visitors can explore destinations with additional information overlaid in real-time.

The Internet of Things (IoT) enables data collection and more personalised experiences. For instance, hotels can use IoT sensors to adjust room temperatures according to customer preferences. In healthcare, connected medical devices collect biometric information and send it to professionals in real-time, allowing for continuous monitoring and a quick response to any issues.

A Range of Experiences

Modernising Customer Experience areas within organisations is a burgeoning trend. A report by research firm Grand View Research forecasts that the global Customer Experience Management market sector will have an annual growth rate of 15.4% between 2023 and 2030.

Companies of all sizes and across all industries have implemented or are about to implement CX management tools, leveraging the advantages offered by new technologies.

The market offers a wide range of options, from customer relationship management (CRM) platforms to artificial intelligence and advanced data analytics systems, with varied options tailored to the specific needs of each business.

SAP offers a diverse portfolio of Customer Experience solutions, giving organisations the ability to personalise customer interactions while allowing them to manage end-to-end strategic information by connecting their commerce, marketing, sales, and service data.

SAP Commerce Cloud, SAP Customer Data Platform, SAP Enterprise Consent and Preference Management, SAP Sales Cloud, SAP Service Cloud, and SAP Emarsys Customer Engagement are some of the offerings from the German enterprise software company.

SAP's offerings integrate with SAP S/4HANA Cloud, public edition, a ready-to-deploy cloud ERP that provides continuous innovation and the latest industry best practices.

The Customer at the Centre

Technology is crucial for delivering a unique customer experience. But it alone is not enough: it must be accompanied by a comprehensive omnichannel marketing strategy that encompasses all possible sales and communication platforms, and channels, both digital and physical.

It is also essential to have a trained and aligned workforce through ongoing incentive programmes and training in soft skills and hard skills.

Aware of the importance of these policies, many organisations have created the role of Customer Experience Manager (CEM) within their structures to lead and coordinate all initiatives aimed at improving the customer experience.

We are at a turning point: the era of intelligent CX. At this crucial moment, inaction is not an option. Organisations that hesitate will fall behind, while those that dare will be the true winners.

About United VARs

United VARs is a global alliance of SAP implementation partners and solution providers for the mid-market. With over 70 members in 100 countries, the alliance serves all types of SAP rollouts and integrations across the world. The organization provides businesses with local expertise ‘on the ground’ charged at local rates. All United VARs members work together as one team to provide a more personalized service than other global systems integrators can, and one that is better suited to mid-market budgets.


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