Experience Strategy Podcast Newsletter: How to Evolve Your CX Strategies for 2024
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In this episode, we’re joined by Will Kingston, Customer Strategy Consultant at Acquis Cortico-X and Podcast Host for The Spectator Australia. Together, we explore Will’s CX Manifesto and global CX trends, and make predictions on what’s coming in the upcoming 2024 CX landscape. Throughout our discussion, we emphasize how vital it is to set clear expectations, deliver on promises, and enhance customer performance – to build the foundation of a successful experience, trust.
Welcome to the Experience Strategy Podcast Newsletter! Like our popular and long-running Experience Strategy Podcast, this newsletter is dedicated to those who design, manage, and lead experience strategies for companies large and small. Our big purpose is to catalyze the growth of experience strategy by sharing the tools, techniques, and ideas that are used by the most impactful teams and companies.
In each newsletter you’ll find practical, actionable concepts, drawn from our most popular podcast episodes, that you can use to serve your customers, employees, and company.
Are you ready to begin a journey that will redefine the way you approach Customer Experience (CX)? In this episode, we had the pleasure of hosting Will Kingston, a distinguished Customer Strategy Consultant at Acquis Cortico-X and host of the The Spectator Australia Podcast. Tune in to the conversation as we dive into Will Kingston’s CX Manifesto. Together, we explore global CX trends and predict what awaits us in the evolving landscape of CX in 2024 and beyond. Throughout our conversation, we place emphasis setting clear expectations, delivering on promises, and enhancing customer performance. Why? Because these are the cornerstones upon which trust, the bedrock of successful customer experiences, is built. As you listen in, you’ll gain invaluable insights and expert predictions that will equip you to face the future of CX with confidence.
The Art of Persuasion and Storytelling
Being a persuasive influencer and a powerful storyteller isn’t just about mastering your craft; it’s about championing the cause of customer experience within your organization. As experience strategists and business owners, your ability to inspire, motivate, and articulate a compelling narrative is what activates your experience strategy. Will shared an example about the head of customer experience at IAG, Australia’s largest insurance group, who went the extra mile to engage his colleagues. He carried customer journey maps with him at all times, seizing every opportunity to share his vision. This tireless dedication to shifting culture illustrates the kind of influence needed to sell your vision for the future, rather than dwelling on the past.
The Significance of Time
In an age where time is the most prized and limited resource, businesses must recognize the immense significance of making their solutions worth their customers’ precious time. As a customer experience strategist or business owner, you can no longer afford to overlook this critical aspect of your CX strategy. Customers today are inundated with options and opportunities that are competing for their time and attention. To stand out in this crowded arena and build trust with your audience, it is imperative that your offerings are not just efficient but also align with your customers’ values and expectations. As you look toward 2024 and beyond, analyze how your products, services, and interactions can be tailored to respect and optimize your customers’ time. Implement solutions that not only fulfill their needs but also resonate with their values and lifestyle.
Setting Clear Expectations
One of the fundamental pillars of a successful customer experience strategy, as emphasized by Will, is the art of setting clear expectations. In an era where customer expectations are continually evolving, it’s crucial to start your customer journey by defining what your brand promises to deliver. Setting appropriate expectations at the outset provides your customers with a framework through which they can evaluate their experiences. This, in turn, allows your organization to avoid disappointing your customers and enhances their overall perception of your brand. Take a closer look at your customer touchpoints and communication channels. Are they consistently conveying the right message about your brand’s value and commitment? Are you providing your customers with a realistic preview of what they can expect from your product or service?
Broad vs. Narrow Trust
In customer experience, trust has become a dynamic force, and it’s paramount to understand its nuances. In this conversation we make a crucial distinction between broad and narrow trust. In today’s world, establishing broad trust, where consumers hold unwavering faith in all aspects of a brand, has grown increasingly challenging. With the rise of echo chambers, divisive opinions, and declining trust in institutions, creating trust that spans all facets of a customer’s life is a lofty goal. However, that doesn’t mean trust is unattainable; it merely shifts focus. The key to success lies in building trust through performance and delivering on promises. Trust has become performance-driven, hinging on a brand’s ability to deliver tangible value and impact in the customer’s life. When companies prioritize making their customers’ lives easier, more efficient, or more enjoyable, they earn a valuable form of trust. This new paradigm shifts the focus from a blanket trust in a brand to trust in specific outcomes and experiences a brand can provide. In 2024, customer experience strategists and business owners should reorient their strategies toward delivering measurable benefits, setting and meeting expectations, and consistently providing value. By concentrating on trust as a performance-based relationship, brands can create powerful and enduring connections with their customers.
The Interconnected World
The digital age has ushered in an era of interconnectedness and data-driven experiences that have revolutionized the way businesses build trust and relationships with their customers. At the heart of this transformation lies the inexorable influence of AI and technology. AI and technology, when harnessed effectively, have the power to enhance trust and relationships. By leveraging data-driven insights, businesses can gain a deep understanding of their customers, anticipating their needs and preferences. Moreover, AI-driven solutions can streamline processes, providing customers with greater efficiency and convenience, both of which contribute to building trust. However, the crux of this issue lies in using these tools responsibly and ethically, ensuring that the personalization doesn’t cross into the realm of intrusion. Striking the right balance between technology-driven personalization and respecting privacy will be a key challenge for CX professionals in 2024.
On the flip side, AI and technology also pose a challenge to trust and relationships when not handled correctly. Data breaches, privacy concerns, and the potential for AI to become too pervasive can erode trust and cause customers to retreat further into echo chambers. Hence, it’s imperative for businesses to approach AI and technology with caution, ensuring transparency and consent in data usage. In the upcoming CX landscape, experience strategists and business owners should focus on striking a delicate equilibrium – harnessing the power of AI and technology to deliver exceptional, tailored experiences while respecting the boundaries of trust and privacy. This delicate dance between technology and humanity will be pivotal in navigating the intricate web of interconnectedness in the digital era.
Tune in to the episode now and learn how to stay relevant and valuable in 2024 and beyond.