With new technology, more options, and increased connectivity, there’s no doubt that the customer experience is changing. Customer experience as a whole is also becoming more visible and is often the deciding factor in where customers go for their products and services. In order to set themselves up for success in the future, brands need to think towards the future and stay ahead of customer and industry trends. Here are three things to plan for that are on the horizon of customer experience and are sure to be widespread in five years.
1. On-demand everything. Amazon offers same-day delivery, Walmart is strategically acquiring startups to improve its shipping times, and apps can provide same-day service in many areas from the comfort of your own home. All it takes is a few clicks on an app to get nearly any kind of delivery, from food to household essentials and even massages. Today’s customers want everything right away, and companies that can’t offer that run the risk of losing customers. On-demand services mean that as soon as a customer wants something, they can get it, and quick delivery has become an expected part of the customer experience.
2. Traditional advertising is on the way out. With services like Netflix and Hulu, customers can now avoid seeing ads completely, and that ability is sure to grow in the coming years. Brands have to find new, creative ways to get in front of people to share their message and bring in new customers.
3. The Concept store replaces the retail store. As more retail transactions move online, brick-and-mortar stores continue to close. Those empty spaces are starting to be transformed into concept stores that are designed more as places to have experiences and spend time instead of simply places to shop. Nordstrom recently unveiled a concept store that doesn’t even sell clothes—the store offers personalized styling and manicures or coffee while the clothes are delivered and tailored. It’s a luxury experience that can only be had at the specialty concept store. Other brands are jumping on board with the idea and involving their customers in unique retail spaces that build brand loyalty and set them apart from the competition.
In order to lead the pack in customer experience in five years, companies need to start now to be prepared. Focusing on these three key areas will help brands set the stage for the future and stay ahead of customer trends.
Blake Morgan is a customer experience futurist, author of More Is More, and keynote speaker. Sign up for her weekly newsletter here. Go farther and create knock your socks-off customer experiences in your organization by enrolling in her new Customer Experience School.