10 Customer Experience Trends Every CMO Must Consider

Who leads customer experience? In many companies it’s the CMO. But just like the CMO’s role, the world of customer experience is constantly evolving. In order to lead a strategic and successful customer experience, the CMO must be aware of changing trends.

Here are 10 CX trends every CMO should consider.

Big Data

Companies today have a wealth of data on their customers. It comes from wearable devices, surveys, internet activity and so much more. Companies with great customer experiences leverage that data to better understand their customers. Amazon uses big data to create personalized product recommendations for its customers. The data works—35% of Amazon purchases come from those recommendations.


Modern customers expect personalized interactions with brands. Using data, companies must understand each customer to meet their individual needs. One-size-fits-all approaches are no longer effective. Spotify is a prime example of this. With a user’s listening history and preferences, Spotify creates personalized playlists of new music. The service acts as a music concierge and helps users connect with new genres.


Brands are finding countless uses for artificial intelligence. From AI-powered algorithms to robotics and automation, AI is the power behind many technology trends. One example of AI is brands adding their own tasks to virtual assistant devices. Capitol One customers can access their bank accounts just by chatting with Amazon Alexa or Google Home.

Self-Service Options

Customers don’t want to wait to talk to a customer service agent; they want to do it on their terms. Self-service options allow customers to get answers at their convenience. Amtrak’s chatbot Julie can do things like make reservations, find routes and help with the rewards program. It’s much more convenient for customers than waiting on hold to talk to someone on the phone.


The trend of systemness is usually seen in healthcare but can translate to every industry. Systemness is bringing together multiple teams into a centralized, cohesive plan. The Mayo Clinic provides an amazing customer experience because it puts customers ahead of departments. Operations are integrated to break down walls between departments and provide a quality experience to customers in every department.

Omnichannel Experience

Customers expect a consistent experience no matter how they interact with a brand. They shouldn’t get one message in a store and then hear something different from the contact center. Disney does this well by connecting customer data so they can access it anywhere. To create a true omnichannel experience, CMOs and other leaders have to break down silos across the organization.


Augmented and virtual reality open doors for connecting with customers on a new level. Customers can virtually look at products from all angles or try on different clothing items without ever stepping foot in a traditional dressing room. Ikea uses AR with its Place app, which lets customers try furniture pieces in their homes virtually before they make a purchase. The app removes the stress and uncertainty of shopping.

Predictive Analytics

Instead of looking backwards, modern data can look forward. Predictive analytics can forecast customer needs, adjust staffing levels and allow for real-time feedback. Sprint used predictive analytics to predict which customers were most at risk for leaving the company. Sprint could then proactively target those customers with personalized retention offers. Predictive analytics puts companies in charge of their own futures.

Digital Transformation

A growing number of companies are undergoing digital transformations, which involves turning everything they’ve previously done on its head with new technology. Porsche’s company-wide digital transformation transformed everything about its cars and the car-buying experience with technology. Now customers can conveniently customize their entire vehicles their smartphones.

Everyone Owns CX

Companies used to think they could assign a few people to cover customer experience or bring in a chief customer officer and call it good. That’s no longer the case. In today’s world, everyone owns customer experience. In order to truly have a customer-first culture, every employee needs to play a role.

The function of the modern CMO is changing. In order to stay on top, the CMO must understand trends, especially when they relate to customer experience.

Blake Morgan is a customer experience futurist, author of the book “More Is More” and keynote speaker. Stay in touch on her weekly newsletter here.


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