The Top Customer Engagement Trends for the Latter Half of 2020

Staying abreast with the latest trends is essential to business – no matter the industry. Much of what we covered in ‘Upcoming 2017 Trends in Customer Service and Experience’ remains the same, but now, with developments in technology coming at us left and right, there are more trends that businesses should be attuned to.

So with that in mind, here are the top customer engagement trends in 2020:
Self-service and self-help with AI
Customers like their queries and needs met in real-time, which has led to the deployment of chatbots. The preference of self-service and self-help can be accredited to the ease by which these are conducted and the autonomy they enable. Dealing with a support team head-on still takes patience and time, especially when customers need an immediate answer. They will opt for channels that provide them with this ability – which also explains why there are so many digital assistants from Siri to Alexa that empower the customer as a result.

The proliferation of analytics tools no longer gives developers an excuse to use the same template approach for every customer. Updatable highlights how having free rein over your analytics setup allows you to map out the journey that new users take and trace their conversion paths. Hyper-personalisation is attractive to new customers who are over-stimulated by information and all the players in the market. When customers have choices tailored to their preferences, they are likely to return. While this naturally entails that they provide a significant amount of personal data, customers would be more willing to share this if they know how it will be used. This transparency is non-negotiable when it comes to hyper-personalisation in order to establish a trusting relationship with your customers in which you will mutually benefit.

Omnichannel support and customer service
Omnichannel support may not be an entirely new concept, but it continues to be an essential consideration for businesses to cover all their bases. When it comes to this trend, seamless integration across the board is key. Business 2 Community states that digital omnichannel support is the way to go in 2020. This entails syncing experiences cohesively across all the channels you operate on. It also helps companies assess a customer through a unified lens, no matter which touchpoint the customer chooses at a particular time. In return, this holistic view allows companies to profile customers and make the necessary adjustments afterwards to improve the quality of their services.

Greater mobile support
Director of Marketing at A&D Technology Scott Lysz emphasises the role of SEO especially in mobile optimisation. Since Google prioritises mobile indexing, you need to ensure that the keywords and links used on your desktop platforms are compatible and visible on mobile. Mobile searches, including voice searches, have become reflexive to customers due to the IoT, which means we are all interconnected all the time. Statista reports that in the latter part of 2019, mobile devices accounted for 52.6% of website traffic globally. It’s natural then, that if sites are optimised for mobile, customers will be engaged for longer periods of time due to the convenience and efficiency of the channel. If you were to branch out your website to an app, you will likewise have to go through similar motions with app store optimisation to ensure the same visibility and traffic on a new platform.

With the competition getting fiercer, companies cannot afford to fall behind. Businesses need to adapt to these trends to get their basics down pat, and then they can customise and innovate after.
Article specially written for
by Jelena Burst