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1、The New CX Era What It Is&What Its Not State of the Customer Experience2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM2ForewordConsumer demands are causing a seismic shift that your business needs to deliver on with a well-considered CX strategy.This shift,driven by increasin

2、g expectations and the rapid evolution of tools and technologies,is fundamentally altering how the world operatesand especially how customers interact with businesses.These advancements are reshaping the landscape of customer interactions and redefining the very essence of CX.The conventional wisdom

3、 that once guided CX strategies is being challenged,making way for innovative approaches that leverage an overwhelming amount of data to create digital intelligence.Personalized,efficient and engaging customer experiences are no longer the exception.They are table stakes.Businesses that lean in and

4、embrace this change will be massively rewarded through increased customer lifetime value because of the differentiated experience they will provide.But not every new martech tool or journey map will be spot onCX improvement will take an agile approach that can continuously meet evolving needs and KP

5、Is.It is essential to cut through all the buzzwords and identify strategies that can genuinely enhance your organizations CX.Remember that the goal is not to chase after every new trend,but to focus on actionable insights.We have designed this report with this exact objective in mind:to give you pra

6、ctical guardrails as you explore the art of the possible.As consumer expectations shift,so too must our mindset.Liz Bauer EVP,Chief Experience Officer,CSGSee a Special Message from Liz Bauer2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM3A New Page Is Turning in the CX Leader

7、 PlaybookHow people think about their customer experience strategy is shifting under their feet.In this years State of the Customer Experience Report,we break down five major shifts in conventional wisdom based on industry studies,annual CSG data,and experiences working with our clients.We also prov

8、ide steps you can take today to adapt to those changes and deliver winning CX this year and beyond.CONTENT46162432384654Five Major Shifts1.Effortless Experiences Beat Unforgettable Customer Experiences2.Customer Profiling Is Only as Good as the Actions You Can Plan3.IT Is Breaking Down the Martech S

9、ilosWaitWhat About AI?4.A Winning Omnichannel Strategy Will Value QualityNot Quantityof Channels5.This Years New CX Project Needs to Pay for Itself.In This YearConclusion2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM4Five Major Shifts21Effortless experiences beat“unforgettab

10、le”customer experiences.Businesses are trying to design the most impressive digital experiencesthe coolest,the sexiest,the most extraordinary.They pour creativity and resources into crafting moments that wow customers.What theyre realizing now:the results are often counterintuitive.It is experiences

11、 that are quick,simpleand even forgettablethat prove to be the most effective and appreciated by customers.Its a reminder that sometimes less is indeed more.Customer profiling is only as good as the actions you can plan.Teams are focused on achieving a 360-degree view of the customer.By now,many hav

12、e a wealth of detailed customer profiles.Yet armed with all this information,many businesses still lack the ability to act.They can answer the question,“Who are these people and what have they done?”but not,“What are they going to do next?And how do I help with that?”It requires a shift from underst

13、anding to predictive action to deliver real improvement in customer lifetime value(CLV).2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM543Information technology(IT)is taking down the silos.IT is set to take ownership of cross-business data.Organizations are making this move i

14、n response to several needs:continuous innovation,data-driven decision making and consolidating technology for efficiency.Especially with cybersecurity as a board-level initiative,security measures need to keep up with an increasingly interconnected world.While IT will play a more active role in the

15、 martech stack,that doesnt mean it will own the CX or marketing function.Each department must work together to leverage this booming power center to benefit parts of the customer journey they influence the most.A winning omnichannel strategy will value the qualitynot quantityof channels.New customer

16、 engagement channels are growing alongside todays digital innovation.From spatial computing/VR and video commerce to setting up shops on TikTok,these interactions(and others like them)are introducing new norms of customer engagement.But brands cant add all these channels,nor should they.The brands t

17、hat drive the most engagement and value per channel will be those that take a channel-agnostic,yet customer-centric,approach.That means being open to providing the next great experiencebut only if it makes sense for the customer journey.This years new CX project needs to pay for itself.in this year.

18、Expectations for payback periods have shifted from a 2-to 3-year time frame to an in-year fiscal budget cycle.CX teams must think creatively and work backwards from returns on investment to trace leading indicators of positive financial return.Instead of mapping winning end-to-end journeys,the key w

19、ill be taking a crawl,walk,run approach and emphasizing winning microjourneyssmall but impactful customer journeys that can last mere seconds but leave a lasting impression.52024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM6We want our customer experience to be unforgettable.20

20、24 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM7Effortlesscustomer experiences beat unforgettable ones.82024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM81Effortless Experiences Beat Unforgettable Customer ExperiencesConsider a routine activity youve perfo

21、rmed recently,such as paying a bill,checking an account balance or scheduling a service appointment.These tasks only stand out when something goes wrong.Its the friction that sticks to your psyche:the long hunt for the FAQ page,the three different service calls it took to resolve an issue,that last-

22、minute flight cancellation notice that didnt direct you to a rebooking page.The moments that are unforgettably bad,where you just want to solve your problem with minimal effort and get back to your life.Its these journeys,however,that some brands neglect to improve because they lack the“wow”factorso

23、mething memorable for its novelty.CX teams have been chasing the wow factor ever since Steve Jobs held up the first iPhone.Caught up in delivering flashy digital experiences,they sink resources into delighting customers with impressive displays and innovation.Do you remember your last customer exper

24、ience?Good.You werent supposed to.2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM9Wrong groceryorder delivered late.“This is a realinconvenience.”Delivered grocery order had expired foods,prompting long customer service call for reimbursement.“Never again.”Correct groceryorde

25、r deliveredto doorstep withinthe hour.“That was easy.”MICHELIN Star chef,hand selects grocery delivery after virtual Q&A on cravings and cooking abilities.“Wow!So worth it.”Frustrating Effortless Terrible Extraordinary The CXsweet spot for99%of brandsBAD EXPERIENCE GOOD EXPERIENCE LOW EFFORT REQUIRE

26、D HIGH EFFORT REQUIRED Extraordinary CX has its place,but in the day to day,speed and ease wins.Save“extraordinary”for those premium experiences only a select segment of customers will want to pay for.Most customers place greater value on efficient experiencesones that are quick,simple and even forg

27、ettable.Effortless experiences are the ultimate CX sweet spot.102024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM10Aim for CX Easy Enough to ForgetIts counterintuitive,But simple experiences done right prove to be more appreciated by customers than ones that are so cool,theyre

28、complicated.In December of 2022,a Gartner,Inc.,survey found that 62%of customer service channel transitions were“high effort”when customers switched from self-service to assisted(e.g.,interacting with a human agent).What made this significant was that less than half of customers who experienced a hi

29、gh-effort transition were willing to use self-service again.When the transition was seamless,however,customers reported high customer satisfaction(CSAT)scores 93%of the time.High CSATLow Customer EffortPositive Word of MouthCustomer RetentionSource:Gartner(June 2023)n=1,4927%93%8%92%18%82%20%80%0%50

30、%100%Seamless Channel TransitionHigh-Effort Channel Transition-Gartner(Effortless Experience Explained)Wowing customers requires high investment and relies on subjective tastes.customer loyalty depends on how easy you make it for your customers to do business with you and thats when theyll return yo

31、ur service with their repeat business.Figure 1.Seamless Transitions Improve CX Outcomes2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM11(Forgettably)IntuitiveConfused people dont buy anything.Dont overcomplicate the objective aim instead for easy navigation.(Forgettably)Quick

32、Customer attention spans are getting shorter.The average human now loses focus after 8.25 secondsless time than it takes to tie your shoes.Customers are also losing patience.Amazon has conditioned us to crave instant gratification,from two-day delivery to easy returns.The“Amazonation”effect seeps in

33、to businesses beyond the retail sector.Brands are being judged on how fast they do just about everything.How will brands combat this inattention epidemic?By engaging with customers the same way you lace sneakers:make it so quick and effective they can forget about it.Of the billions of journey inter

34、actions CSG orchestrates in a year,hundreds of millions are notifications for a small-but-essential task to be accomplished.Effortless Experiences Are.Theres a reason for that.Processes that demand they complete many achievable actions at a time quickly grow frustrating for customers.Leveraging real

35、-time notifications is one way to break up a demanding customer journey.And CSGs technology applies across industriesa healthcare enterprise may send prescription pickup reminders,while a financial services organization may access fraud alerts.A business can present a groundbreaking platform to its

36、customers,but if no one can navigate it quickly and easily enough to reach their goal,then it wont be of much use to CX.The more steps involved,the more likely customers are to become frustrated and seek solutionsor take their businesselsewhere.According to PwC,51%of consumers are less likely to be

37、loyal to a brand if a companys online shopping experience,isnt as easy as in person.of customers say speed is as important as price.64%122024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM12Empathy Leads to Easy.Its not easy to engineer effortless experiences.It requires empathyu

38、nderstanding your audience on a human level,anticipating roadblocks and alleviating their pain points.This can make designing CX for simplicity rather than flair more challenging.Without considering your customers perspective,its hard to recognize the nuances that make a digital journey intuitive.Bu

39、t its ultimately more rewarding for both the business and its customers.Just how valuable is a forgettable CX?Simplifying the payment experience benefits both customers and the bottom line.This year,our clients focused on giving customers the power to pay when they want,how they want.We helped creat

40、e customized,secure statements and send them out for payment via text,email,two-way interactive voice response(IVR)or the contact center.By making it easy to send branded and personalized statements,our clients could securely accept payments in real time,remove their exposure to sensitive data and m

41、odernize the customer experience with low-touch payment gateways.Dan Apgar Director of Merchant Payments,Javelin Strategy&ResearchOrganizations that can offer a variety of payment methods across multiple channels,while minimizing friction for consumers no matter how theyre paying,will be able to com

42、plete more payments and drive customer satisfaction.of senior executives say that they cant put themselves in their customers shoes.(Forrester Report,Spark,Nuture,and Fire Up Empathy to Drive Innovation,June 1,2023)In 2023,CSG processed over$118B in payments.With CSG,companies have:Reduced uncollect

43、ed payments by 85%Increased customer engagement by 660%,leading to$8M in incremental revenue38%2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM131.Make it quick and easy to pay for things.A great payment experience should be forgettablecustomers dont want to be reminded that t

44、heyre spending money.And what might be the next best action for the customer after payment?2.Meet customers where they are.React to the customer journey as its unfolding,helping customers achieve their goal no matter the path they take.3.Enable employees to act with empathy at scale.Promote empathet

45、ic interactions by encouraging employees to jump on opportunities and extend extra support or make unique loyalty offers to dissatisfied customers.4.Connect data points to uncover how customers feel,think and behave.Observe and understand customers experiences before trying to improve them.To predic

46、t customer intent and communicate proactively,understand the path and friction points customers navigate while interacting with your brand.5.Poll your frontline employees.Contact center agents and customer-facing reps have a sense of which digital journeys are easy or frustrating:They hear it from c

47、ustomers.Dont forget to include these employees in your research to understand customer journeys.2024 Winning Move:Strive for Simplicity.Ways to Craft a Forgettable CX52024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM14And When There Is Friction,Take Advantage of It.Not all fri

48、ction is bad.In a lot of cases,its what creates a tighter bond with the customers and builds loyalty.Friction allows for follow ups and more personal interactions.In 2024,organizations should see friction as an opportunity to provide great customer experiences and plan for it rather than planning to

49、 avoid it.All great inventions arise from need,and any customer interaction can be an opportunity to learn about specific customer needs and create new ways of meeting those.2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM15Want to chat further on how to make it easier for cus

50、tomers to do business with you?Connect with Eric here.Eric CarrasquillaPresident of Customer Experience,CSG2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM16We need a 360-degree view of the customer.2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM17Power

51、lies not in the profile,but in the actions it inspires.2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM182Customer Profiling Is Only as Good as the Actions You Can PlanYou know your customers inside and out.But can you predict,prescribe and act to support their next move?Every

52、 business knows the goal:Get a 360-degree view of the customer.And theres plenty of data to be had.Todays customer profiles stretch far beyond traditional demographic markers like age,gender and income,drilling down into the details of an individuals shopping habits,communication preferences and cus

53、tomer service run-ins.Getting a full picture of customer data lays the foundation for an effortless CX.With the increased adoption of customer data platforms(CDPs),more and more businesses believe they have a holistic view of their audience.So why do the overwhelming majority of customers feel that

54、their favorite brands dont know them nearly as well as they think they do?Customer profiles have their limits:They only look backwards.CX teams have gotten good at answering the question,Who are our customers and what have they done?”The real challenge is asking,“What are they going to do nextand ho

55、w do we anticipate that?”Otherwise,brands risk missing out on opportunities to guide customers to the next best action.Customer data management and platform capabilities are essential.They collect and consolidate customer actions across channels.They break down data silos that block consistent exper

56、ience delivery.They manage first-party data flow and document consent.But these data stores dont deliver personalized experiences on their own.To achieve that,more businesses will turn aggregated data into action.CX teams will increasingly shift from a locus of understanding to predictionlooking to

57、the past to inform the future without getting stuck there.Great CX requires more than a CDP,data warehouse or customer database.2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM19Enter:Predictive AnalyticsPredictive analytics are growing trends in 2024.The global predictive ana

58、lytics market is expected to grow from$13.5 billion in 2022 to over$44.3 billion by 2030,driven by the widespread implementation of advanced analytics and an increasing demand for predictive insights and data-driven decision making.By both registering customer behavior and anticipating their next mo

59、ves in real time,businesses stand to offer a personalized CX that promotes quick conversion and long-term loyalty.Journey orchestration(JO)technology arbitrates across all data pointsconsidering the context behind all interactions on all channelsto trigger the next best action in the moment.Acting a

60、s an air traffic controller,journey orchestration enables CX thats both proactive in outreach and reactive in the way it responds intelligently to what customers do.The example below highlights the importance of a decisioning engine to override insight from a CDP or predictive analytics when other d

61、ata points are considered,such as a real-time survey response.DataDecisioningReal-Life ExperienceCustomer receivespersonalized win-back offerReplyForwardDeleteFrom:Your CompanySubject:20%Upgrade Offer!Sorry we messed up.Let us make it upto you with 20%off if you upgrade today!Journey OrchestrationPr

62、edictive AnalyticsHigh likelihood to upgradeto middle tier plan thatoffers higher data limit CDPPlan:Lowest TierPreferred Channel:EmailData Usage:Exceeding LimitSurvey PlatformSentiment:Unhappy with Service(after recent call center interaction)Next BestAction:Pause AnyCurrentCampaignsTriggerPersonal

63、izedCustomer Save OfferCustomer journey orchestration bridges the gap between data and reality2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM20LoyaltyBuilt on Data,Powered by TrustData is the driving force behind personalized CX.Information about ad interactions,shopping hist

64、ory,demographics and much more reveals patterns about customer behaviors.When you inject personalization into 1:1 interactions,your customers feel more connected to your brand than ever.But remember:Keeping your customers feeling connected also requires maintaining their trust.Be transparent about y

65、our data-handling practices and prioritize robust security measures.It only takes one security incident to dismantle the loyalty youve built through personalized experiences.2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM21Joe WilsonChief Information Officer,CSG2024 CSG SYSTE

66、MS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM22Real-time customer profiles dont just help you roll out the red carpet for VIP customers.They help you distinguish real customers from fake ones.Imagine how much private information someone could get if they pose as a confused customer and s

67、uccessfully trick a call center agent.Now imagine if your brand mistakes a loyal customer for a fraudster because their product activation or gift card code was already stolen and resold on the black market.Both situations hurt your brand and its bottom line.The power of real-time customer profiles

68、is that they offer a reliable defense mechanism to correctly identify good and bad actors with each inbound call.Using automation,IVR and business-defined rules,CSG is providing clients with this new line of defense to stop bad actors before they ever reachlet alone foolcontact center agents.Having

69、the ability to capture behaviors and caller attributes before and during any call will provide your call center a layer of confidence your call center is able to discern good customers from criminals and treat each accordingly.HistoryContextDecisioningREAL-TIME MONITORING CONTINUOUS MULTIVARIATE TES

70、TINGAutomatically send to correctteam to handle potential fraud Disconnect Call Alert agent of potential fraud Is the phone numberknown or unknown?Did they chat withthe agent online?Has this number called a different division before?MobileWebChatContactCenterNEXT BEST ACTIONHave they purchased somet

71、hing through our website?Is the phone number from a recognized area that we support?Are they askingsuspicious questions?Blocking Fraudsters in the Call CenterThe Bottom Line:Data is fuel,not the whole machine.Businesses that use data to power the right decisions will move into a world of prescriptiv

72、e planning for successful customer journeys.2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM231.Start by looking at your billing data.Begin where your conversion data lives.Instead of counting clicks or opens,see what customers are actually being billed for.Understand which da

73、ta points your marketing and customer service teams would love to see,24/7.2.Empower the contact center agent experience.Avoid swivel chairs and equip agents with the context(oftentimes billing information)they need to identify customers,make relevant offers and resolve issues without asking custome

74、rs to repeat information.3.Be ready to roll out the digital red carpet.Know when to execute VIP-level CX.Recognize and prioritize reacting to the needs of high-value customers regardless of time,place or channel.4.Plan against fraudulent activities.Leverage what you know about customers to combat si

75、tuations with“unknown”customers.Not having a customer profile can often be the best trigger to discern bad actors.Ways to Get Ahead Using Customer Profiles in 202442024 Winning Move:Make Decisions Based on Data 2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM24We need better m

76、artech.2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM25Marketing,meet IT.262024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM263Delivering the next generation of CX means businesses need to connect data and systems across the enterprise.CX and marketing

77、professionals can see it coming:Their companys IT team is set to take ownership of the entire marketing technology(martech)stack with other operational,support,feedback systems and data.Its part of a business shift to product-and platform-centric operating models.That means businesses are focused on

78、 the value that a product or service delivers to meet customer needs.They also need to ensure scalable platforms are in place to support rapid development and deployment of new solutions.The model has a lot of opportunities for growth.Gartner in 2023 found that martech teams reported accessing just

79、33%of their total martech stack capability.Thats a 25%drop from 2020.With all that expensive capability going unused,marketing teams are under pressure to optimize their martech.Guess whos going to help them with that?The traditional“career”marketing role isnt vanishing.Its evolving to one that dema

80、nds a deeper technical skill set.Dont think of it as an IT takeover of the marketing and CX functions,but rather a new cooperation between IT and marketing,who will use data-driven analytics to inform their strategies.Customer journeys will be made all the better from it.IT Is Breaking Down the Mart

81、ech Silos.Rising above silos with a cloud-native platform M1 LimitedSingapores first digital network operator is continually breaking down data silos to deliver better experiences to B2B customers.The key:using a highly scalable,cloud-native platform to improve efficiency and tap into new revenue st

82、reams across industries.CSGs innovative SaaS platform will empower M1 with cloud capabilities to boost our pace of innovation and raise our level of agility when it comes to addressing evolving market demands and delivering sustainable growth in the enterprise segment.With its unique understanding o

83、f our customers needs and expertise in enterprise monetization,CSG will also enable us to differentiate our business and enhance our enterprise customer experience.Jan Morgenthal Chief Digital Officer,M12024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM27MARKETING TECHNOLOGY ACT

84、IVITIESOWNERSHIPAcquisition of Budget for Marketing TechnologyConfiguration and Deployment ofNew Marketing TechnologyCreation of the MarketingTechnology RoadmapDriving Adoption and Utilization to Support Customer JourneysEvaluation,Selection and Purchasingof New Marketing TechnologyIntegration of Di

85、sparate Marketing Technologies and DatabasesManagement of the MarketingTechnology RoadmapManaging VendorRelationships and ContractsPerforming Marketing Technology AuditsMarketing Ownsthe EntireActivityMarketing Leads with GuidanceFrom ITIT Leads,with GuidanceFrom MarketingIT Ownsthe EntireMarketing

86、ActivityManaged byan ExternalServices Partner-11 pp-1 pp1 pp-7 pp-4 pp-15 pp-3 pp-8 pp-8 pp-1 pp-10 pp-14 pp-6 pp-5 pp-5 pp-7 pp-10 pp-3 pp3 pp1 pp3 pp-2 pp3 pp8 pp1 pp2 pp-1 pp8 pp7 pp6 pp8 pp2 pp7 pp5 pp10 pp5 pp0 pp2 pp5 pp6 pp5 pp4 pp4 pp5 pp7 pp-13 to-16 pp-9 to-12 pp-5 to-8 pp-4 to-1 pp0 pp1 t

87、o 4 pp5 to 8 pp9 to 12 ppShifts in Ownership of Marketing Technology Activities 2023 vs.2022Source:2023 Gartner Marketing Technology Survey2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM28Silos Are One Matter.and Then Theres Security.Digital fraud is at an all-time high,up 38

88、2%since the pandemic,and the telecom industry has one of the highest fraud rates at 5.3%.To keep this number from increasing,organizations will need to prioritize fraud prevention in 2024,which wont just be an opportunity to protect their customers but to streamline all payment processes.Growth is g

89、reat,but only as long as its sustainable and organizations can continue to care for their customers at the highest level.2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM29Keen to know what it takes to make your payments experience more secure?Chat with Sukanya here.Sukanya Mad

90、havanChief Product and Technology Officer Payments,CSG302024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM30Bad Actors Are EverywhereAll this data of course presents another liability:vulnerability.Every day,global bad actors and cyber thieves become more prolific and sophistica

91、ted with their attacks.As mentioned in the previous section,fraud targets can be as inconspicuous as gift cards.Every year,they generate more headlines.In 2023 alone,large enterprises such as MGM Resorts,The Guardian newspaper,and the language app Duolingo suffered data breaches that created major c

92、orporate headaches,loss of consumer confidence and millions in costs.Shoring up security throughout the customer journey,then,is another reason IT is getting more say in the martech stack to bring it into line with other systems.With their background in cybersecurity best practices,IT will help iden

93、tify vulnerabilities to data breaches or fraud as they look to consolidate or connect CX solutions.The Data Chasm ProblemToo much data to look at in too many places goes untapped.The average enterprise company receives data from 28 unique sources and tracks metrics across several systems,apps,platfo

94、rms and channels within their martech stack.In most cases,companies select these sources for their individual capabilities with little consideration of how they fit into their broader tech ecosystem.Thats how so many internal applications get siloed.From payment gateways to contact center desktops t

95、o communication platforms,these systems operate in isolation,and the dataand its potential valuebecomes trapped within them.Sound like an IT nightmare?This gap between the amount of data the business generates and its ability to collect and process itthe“data chasm”introduces pain points into the cu

96、stomer journey,harming CX and decreasing customer satisfaction.(Now its a CX nightmare,too).Have you ever contacted a call center and given your personal information to an automated system,only to be greeted by a human agent who didnt know who you were or what issue you were calling about?If so,youv

97、e been an end-consumer victim of the data chasm problem.2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM31The Need for a Mission Control CenterWith its ability to boost synergy and security throughout the tech stack,todays IT department is the new power source for nearly all b

98、usiness decisions.That lets the marketing team focus on understanding customers and crafting engaging campaigns while the IT department can manage and protect the tech stack,streamlining operations,reducing redundancies and improving efficiency.But this increased power calls on companies to establis

99、h a“mission control”center to see the big picture.Why?Great customer experiences go beyond great marketing.With the IT department helming all tech management and analysis,companies will leverage innovative technology to gain deeper insights into customer behavior and engagement.These insights ultima

100、tely enable all teams from marketing and CX to support and retention to curate effective journey experiences.1.Look for ways to do more with less.Simplify your tech stack.That could mean finding solutions that are scalable and flexible,Or highly agile systems that offer a“one stop shop”for core depa

101、rtment competencies.2.Work towards“single pane of glass.”Work towards creating a dashboard to visualize whats happening across systems in real time.This allows you to identify deficiencies,friction points and other CX-damaging weaknesses.3.Educate your internal teams.Highlight the need for connectiv

102、e tissue and connected experiences.Democratizing the concept of a“customer journey”is foundational to ensure teams trend towards the same outcomes.Steps to Break Down Silos and Beef Up Security32024 Winning Move:Bring“Air Traffic Control”to Your Tech Stack.2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR I

103、TS AFFILIATES(“CSG”)CSGI.COM32Wait.What About AI?Yes,what about AI?Youve probably noticed that weve made it quite far into this report without mentioning the most buzzed-about trend in CX.Almost unthinkable,isnt it?To not mention AI,machine learning(ML)or generative AI(GenAI)in predictions about 202

104、4in a moment when its transforming everything from personalized recommendations to automated customer service.Why did we do that?While its easy for anyone to talk about AI and GenAI,its much harder to turn those words into secure,effective actions.The possibilities for AI are endless.As we saw in 20

105、23,large language models(LLMs)are only getting more sophisticated and ubiquitous.The key is pragmatism,especially regarding use caseswhich,while difficult to find,certainly do exist.2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM331At CSG,weve been leveraging AI for over a de

106、cade,focusing on three distinct use cases:We observed that bill shock is one of the most common drivers of call center inquiries.Bill shockthe negative surprise customers feel when their monthly bill changes in unexpected waysis a multimillion-dollar problem for subscription businesses.Its an even b

107、igger headache for the customers who find themselves confused and frustrated by changes,forced to wait on hold and debate with an unknowing agent.To address this problem,we created CSG Bill Explainerour first-ever LLM-centric core application that capitalizes on the power of GenAI.Bill Explainer har

108、nesses Microsoft Azure OpenAI Service to provide personalized billing insights that enable digital resolution of up to 70%of billing inquiries,eliminating customers need to contact the call center.The result is better business outcomes with quicker time to value and lower risk.Eliminating Bill Shock

109、2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM342As customers increasingly use digital and alternative methods of payment,the opportunities for fraudulent activities targeted at online payment platforms have grown in parallel.From identity theft and scamming to phishing and

110、social engineering,this type of criminal activity takes many formsso much so that over the next five years,there is an estimated$343 billion of projected online payment fraud losses.As a result,we are focusing on embedding AI/ML learning models within our payment platforms to create an added layer o

111、f security.By automatically identifying fraudulent transactions in real time to trigger a cascade of mitigation responses,merchants will be able to optimize revenue while minimizing risk of losses.The result is a protected brand reputation for businesses,and peace of mind for customers that their pa

112、yments are secure and forgettable.Payment Fraud Risk Mitigation and Monitoring22024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM353Any communication service provider(CSP)can bundle its products.But not all of them can make it easy for subscribers to find the right bundle for th

113、emespecially with different speed tiers,channel packages and add-ons.CSG Advanced Convergent Platform(ACP),which helps leading cable and broadband providers manage the customer lifecycle,includes a feature that gives agents AI-powered recommendations to customize offers for customers.It serves up th

114、e ideal offer for each subscriber in real time by incorporating demographic,competitive and behavioral information,along with the customers unique circumstances and needs.The result?AI helps agents meet sales goals while they build average revenue per user(ARPU)and customer satisfaction.Helping Cust

115、omers Find the Perfect Product Package2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM362024Will Be the Year of Pragmatic AIInstead of focusing on how AI can help save money,companies should ask themselves how AI can help them improve the customer experience.However,to determi

116、ne whether an AI solution can help meet customer needs,companies must know their customers and their preferences,truly understanding the journeys that are creating the most friction.From this more pragmatic lens,they can start to prioritize use cases that will answer that question,infusing AI into t

117、he areas that will have the greatest customer experience impact.2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM37Want to know where AI will make a meaningful impact to CX?Discuss with Chad here.Chad DunavantEVP and Chief Strategy and Product Officer,CSG2024 CSG SYSTEMS INTERN

118、ATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM38We have to create an omnichannel strategy.2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM39Omnichanneldoesnt mean every channeljust the ones that matter most.402024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSG

119、I.COM404Many“traditional”channels have gone digital,like paper checks to digital wallets and brick-and-mortar shopping to ecommerce.So once companies have“gone digital,”theyre done,right?Of course not.Engagement options are expanding even further with opportunities in places most businesses hadnt co

120、nsidered before.Think about the metaverse,Ubers“Journey Ads,”or Lemon8(a growing lifestyle app).These developments(and others like them)are changing customer engagement norms with breathtaking speed.And,speaking of speed,the expansion of global 5G networks will continue to fuel this revolution.They

121、make it easier for brands to cocreate digital products and services with partners and deliver them to customers.5Gs low latency also makes more digital experiences quicker and easierdare we say“forgettable?”All these emerging channels are exciting.But brands should resist the urge to try to adopt al

122、l of them to engage customers.Successful omnichannel strategies will instead take a channel-agnostic approach where they have the agility to leverage a new channel,so long as its driven by customer preferences.A Winning Omnichannel Strategy Will Value Quality Not Channel QuantityAccording to GSMA In

123、telligence,by 2030,there will be 6.3 billion unique mobile subscribers globally,with five billion global 5G connections.2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM41New Tech,New Engagement OpportunitiesWhere is the next“big thing”when it comes to channels?Lets look at a m

124、ajor driver for new channels:5G.This fifth-generation iteration of cellular technology greatly increases the speed and responsiveness of wireless networks.This opens new opportunities to engage customers in real-time interactions,immersive experiences and personalized services.Think of sporting even

125、ts or music festivals where brands can send consumers personalized offers or create augmented reality-(AR)enabled interactions.Or consider that each customer is outnumbered by the tech devices they own,meaning brands can tap into the Internet of Things(IoT)devices to connect in way thats truly uniqu

126、e to their preferences.5G is not just a technology upgrade,its a game-changer for CX strategy.StillHow Do Customers Really Want to Engage,and When?Unless these new channels actually drive engagement,theyre just shiny objects for brands to chase.How can you tell which ones are worth offering to custo

127、mers?You can do so by centering your strategy on the journey,not on the channels themselves(or even on digital vs.physical).Consumers preferences for digital vs.human interactions differ depending on the industry.For example,a Merkle study found that most consumers prefer human interactions at every

128、 stage of the retail buying journey,but digital experiences are preferred almost across the journey in telecom,media and financial services.The customer journey stage is also a major factor in choosing human vs.digital channels.Consumers preferred using digital channels to make payments by roughly 3

129、0%in telecom,media and financial services.But when it came to customer support,consumers strongly preferred human interactions regardless of industry(in healthcare,consumers preferred human support by 48%).IndustriesJOURNEY STAGEMedia&Entertainment Travel&HospitalityAuto&Manufacturing FinServ&Insura

130、nceHealthcareNon-ProfitTech&TelecomRetail&CPGResearchingEvaluating/SelectingPurchasingPayingRequesting SupportMore Human+6%More Digital+16%More Digital+21%Equal Split+/-5%More Digital+11%More Digital+7%More Human+19%Equal Split+/-5%More Human+13%More Digital+20%More Digital+12%Equal Split+/-5%Equal

131、Split+/-5%Equal Split+/-5%More Human+21%Equal Split+/-5%More Human+21%Equal Split+/-5%Equal Split+/-5%More Human+17%More Human+20%Equal Split+/-5%More Human+27%More Human+13%More Human+7%More Digital+30%More Digital+31%More Digital+8%More Digital+11%More Digital+28%Equal Split+/-5%More Digital+10%Mo

132、re Human+42%More Human+34%More Human+32%More Human+44%More Human+21%More Human+38%More Human+49%More Human+42%Digital Experiences Strongly Preferred(20%or more)Human Experiences Strongly Preferred(20%or more)422024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM42A mobility compan

133、y was working with a U.S.highway authority to make it as easy as possible for drivers to pay their electronic tolls(in an industry in deep need of digitization).Knowing most consumers open and read their statements,it wasnt a matter of replacing print,it was about connecting the statement to the gre

134、ater payment journey.To do so,the mobility company turned to CSG.We looked across our portfolio to create a payment solution inspired by innovation weve supported in other industries.Adding a QR code on the physical statement gave drivers immediate access to a microsite payment gateway.And if driver

135、s didnt follow through on payment,they received a text containing a link to the gateway.From there,drivers could sign up for digital bills moving forward.Use the Power of Print to Push to Digital ChannelsOut of the eight total payment channels the highway authority offers,the microsite took:This sol

136、ution reduced the average time to pay by14%of all payments2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM431.Squeeze more engagement out of the channels you have today.Think of which audiences you would capture by adding a feature,a message or even a language.What functions c

137、an you embed in a channel to help customers self-serve there?2.Build 5G-enabled ecosystems of connection.With this next generation of connectivity,look to join people,things and businesses with the purpose to drive sustainable business growth in your industry and/or new revenue streams.3.Plan in a c

138、hannel-agnostic,customer-centric way.Be open-minded and agile in adopting new channels.But dont let the novelty of the channel determine whether you add it:Let the customer journey do that.4.Focus on designing more empathetic experiences.While technology collects data and even executes decisioning,e

139、mpathy provides the essential understanding of customers emotions,needs and experiences to show you care about them.5.Keep testing to figure out whats working and detect shifts in customer behavior trends.Steps to Raise Your Engagement Channel Game5$15MCollectedThe TakeawayIt wasnt just about adding

140、 a channel for payment.It was about making the most of a widely adopted channel(print)as a launchpad to offer drivers more choice on how they could pay and stay engaged with the highway authority.9In its first2024 Winning Move:Stay Open to Adopting New Channels.months2024 CSG SYSTEMS INTERNATIONAL,I

141、NC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM44When Trends Shift Quickly,Your Testing Needs to Keep UpMany organizations have the data and the analytic tools to do multivariate testing(including A/B testing as a simple first step)to start optimizing their customer experience.However,too many do not test a

142、nd learn in a systematic way.They get stuck doing the wrong thing to customers because thats always the way its been done in the past,thus never learning something better.I challenge your businesses to reimagine how you test and learn to optimize experiences.Zoom out of trivial variables like email

143、A vs.email B,and instead consider which journeys and different channels would wildly tip the scale towards better business outcomes.2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM45Curious what it takes to use your channels and communications more intelligently?Sit down with

144、Mark to talk it over.Mark SmithSVP of Customer Experience,CSG 2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM46We need to invest in improving customer experience.2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM47CX investmentsmust show ROI before the ne

145、xt budget cycle.482024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM485The pressure is higher than ever to show return on CX investments.For years,CX leaders have heard the drumbeat that they need to tie their initiatives to ROI.When they launched projects to improve digital exp

146、eriences during the pandemic,many of those projects looked like a monolithic overhaul of processes with abysmal payback periods.But the economic conditions have shifted.Risk tolerance has shrunkand so has the acceptable payback period on CX programs.In 2024,we see the ROI pressure squeezing the 2-to

147、 3-year time frame down to one budget cycle.How did we get here?Businesses entered this year haunted by the sense that despite their growing emphasis on CX,it isnt getting better.Average CX quality in the U.S.dropped for an unprecedented second year in a row in Forresters U.S.CX Index Rankings in 20

148、23.Has that discouraged businesses from investing in experiences?Apparently not:74%of businesses surveyed increased their CX spend in 2023,and 70%increased dedicated CX staff,according to a Capterra study.That tracks with what weve been hearing from our clients,too.Whats also increasing is the scrut

149、iny on the CX spend.Forrester also predicted that in 2023,one in five CX programs would dissolve.Businesses are more willing to ax initiatives they see as less valuable.Setting aside whether its shortsighted to discontinue this CX program or that,the reality is this:They have to show theyre contribu

150、ting to growth.Were going to see CX teams thinking creatively and working backwards from ROI.Theyll trace leading indicators of positive financial return and value of impact.Theyll still work toward CX transformation,but more incrementally.This Years New CX Project Needs To Pay For Itself.In This Ye

151、arWe need to invest in our customer experience.Your company,circa 20192024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM49Focus on Microjourneys Over MacrojourneysThe game used to be about mapping end-to-end journeys,even if these macrojourney projects would grow revenue in theo

152、ry,its tough to prove it by tying their myriad facets to metrics.Instead,well see more CX programs take a crawl-walk-run approach to nail the microjourneyssmall but impactful customer journeys that can last mere seconds but build CLV.Microjourneys focus on how customers accomplish a specific goal,li

153、ke making a payment or scheduling an appointment.While they may only last 60,90,120 seconds,they are vital cogs in the greater customer experience wheel.For a bank,a credit card macrojourney is enormous when it tries to encompass everything from customer awareness to application and approval,onboard

154、ing,making payments and beyond.Within it are the microjourneys that are 1)more granular,and 2)more easily tied to business KPIs.One microjourney might be submitting a fraud claima key interaction the customer has with the bank that,if made effortless,is critical to retention and CLV.This isnt to say

155、 theres no value in orchestrating macrojourneys.Thats still the end goal,but businesses cant afford to start there.Amid growing economic pressures,we see them achieving more success using a crawl-walk-run approach to work their way across the sprawling macrojourney.Step by step,they perfect microjou

156、rneys that have quicker(and more easily demonstrable)ROI.The most successful CX enhancement projects are the ones that CAN END.These are the same journeys that thrive on the“forgettable experiences”from the first section.Simplest is best!502024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CS

157、G”)CSGI.COM50Achieve Quick Wins by Starting SmallCustomer journeys are complex,difficult to change,and involve departments that would otherwise be focused on short-term revenue gains.In 2024,start with high friction touchpoints across post-acquisition experiences(i.e.,onboarding,usage,support,growth

158、/retention)to achieve impactful wins.Tier-1 TelcoUpsell OffersJourneyGoal:Convert more existing customers to additional products by optimizingand personalizing offers.336%increasein upsell success887%ROIOutcomes:2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM511.Start smaller

159、.Where in your customer journey do the quick moments make a big difference to your customers and your bottom line?(Theyre not always obvious.)2.Choose partners who can do the same.Your providers should be able to iterate,de-risk transformation,mature with you over time and not rush you into massive

160、CX transformations.They can engineer a short-term proof of concept with an eye toward long-term maintenance plans.3.See the big picture.Make no mistake:Youre still working toward a CX transformation.A connected tech ecosystem is still the end goal.Youre getting there in incremental,easily provable w

161、ins.Adjustments to the ROI Pressure32024 Winning Move:Take a Crawl-Walk-Run Approach to CX Change.Goal:Improve collections payment rates using coordinated,proactive communication with at-risk customers across all channels.35%increase inSMS recipients acting on messagesAfter 4 months,achieved 3x the

162、projects expected ROI for the first yearOutcomes:Global BankCollectionsJourneyGoal:Replace costly manual calls by pharmacy techs by automating targeted notifications to customers.2x refillsin 6 monthsOutcomes:$15.5Min incremental revenue627%ROIMajor Retail PharmacyPrescription Refills Journey2024 CS

163、G SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM52Take It From a CFO:Quick Wins Build MomentumMaximizing shareholder value through strategic technology investments is critical.While end-goal ROI is a key metric,financial teams should focus on the incremental value created along the w

164、ay.Positive trends are non-negotiable;if they are absent,its a sign to course correct.This could involve scaling back underperforming initiatives,pivoting strategies or even abandoning projects altogether.Being agile and ready to adjust strategy if returns arent materializing will allow you to make

165、the most of budget spend in 2024.Reporting quick wins within departments will fuel momentum,while phased enterprise implementations allow risk mitigation with continued progress.Ultimately,success hinges on working backwards from a metric to realize value creation at every step of a CX investment.20

166、24 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM53Ready to talk numbers on the financial return of REAL customer experience improvement?Connect with Hai Train here.Hai TranEVP and Chief Financial Officer,CSG2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM5

167、4By now you know,that great customer experiences are more than.360 View of the CustomerAIDigital ExperiencesOmnichannel CommunicationsMarketing5G NetworksAcquisitionSurveysReflect on the insights and stories of this report and ask yourself these questions:Is our customer experience unforgettable?Or

168、is it so effortless that its forgettable(in a good way)?Are our customer profiles 360 degrees?Or are they detailed to the degree we can plan the right actions?Are we relying on just our martech?Or are we considering the whole tech stack beyond marketing?Are our CX investments passing the buck?Or are

169、 our efforts paying off?Is our strategy omnichannel?Or is it in the right channels?2024 CSG SYSTEMS INTERNATIONAL,INC.AND/OR ITS AFFILIATES(“CSG”)CSGI.COM55It doesnt matter who gets it in your industry.It matters who excelsperiod.Starbucks,once a simple coffee shop,has managed to position itself as

170、a favorite bank to many due to its no touch mobile payments and simplistic rewards system.Airbnb,originally a means to raise money for rent,is a go-to hotel service for those planning their next vacation.Chick-fil-A isnt just a fast-food chain,its practically the worlds best self-service process to

171、get a chicken sandwich,all without exiting your car.So dont let the CX strategy you have today define what your customer experience can look like by year end.The buzzwords are for beginners.YOU can move metrics with a real strategy.It starts with the right mindset.Remember:Customers will compare you

172、 to their best experience,regardless of industry.About CSGCSG empowers companies to build unforgettable experiences,making it easier for people and businesses to connect with,use and pay for the services they value most.Our customer experience,billing and payments solutions help companies of any siz

173、e make money and make a difference.With our SaaS solutions,company leaders can take control of their future and tap into guidance along the way from our fiercely committed and forward-thinking CSGers around the world.Want to learn more about how to be a changemaker and industry shaper like the global brands that trust CSG?Visit to learn more.