The Qualtrics Consumer Trends Report for 2024 reveals a series of essential insights for organizations seeking to optimize their customer experience (CX) strategies. Based on responses from more than 28,000 consumers across 26 countries, the study highlights the importance of human connection and the strategic use of artificial intelligence (AI) in customer interactions.
The Human Connection: A Pillar of AI Strategy
Despite the excitement surrounding AI, the report emphasizes that consumers deeply value human connection. Many prefer interacting with human channels for important tasks, such as resolving billing issues, while turning to digital channels for simpler activities, like checking order status. This suggests that successful AI implementation should focus on complementing, rather than replacing, human interactions.
Key Quote:
“It’s not about being the first mover, but the best mover. Companies that can apply AI in ways that make things easier and more personal for customers will undoubtedly win.” – Brandon Hanson, Head of Contact Center Practice at Qualtrics.
Customer Service: More Valued than Low Prices
In a challenging economic environment, the quality of customer service stands out as a decisive factor in consumer loyalty, even more so than price. Consumers are willing to pay more for exceptional experiences, underscoring the importance of investing in training and support for customer service teams.
Key Quote:
“If you want a great customer experience, you have to start by focusing on the needs of frontline employees.” – Bruce Temkin, Head of the XM Institute at Qualtrics.
Digital Support: The Weak Link in the Customer Journey
Digital support presents the biggest challenge in the customer experience. While convenient, customer satisfaction tends to drop when an issue arises that cannot be easily resolved online. However, those who manage to provide effective digital support enjoy greater customer loyalty and retention.
Key Quote:
“Customers love the ease and convenience of digital, until they encounter a problem. Organizations need to offer a seamless transition to other channels to resolve the issue and prevent customers from going elsewhere.” – Leonie Brown, Principal XM Scientist at Qualtrics.
Customer Feedback: New Ways to Listen
The report reveals a concerning trend: consumers are providing less direct feedback to companies. This forces organizations to modernize their listening programs, incorporating operational data and multiple sources to truly capture the voice of the customer.
Key Quote:
“Having a portfolio of listening tools is essential for success. Organizations need a mix of qualitative, quantitative, structured, and unstructured data to modernize their CX management program.” – Moira Dorsey, Principal Catalyst of XM at Qualtrics.
Conclusion
Consumer trends for 2024 emphasize the importance of balancing technology with human connection. Companies that invest in understanding and responding to their customers’ needs, use AI as a complementary tool, and improve both digital support and customer service will be better positioned to win consumer loyalty and engagement in the coming year.
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