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1、20242024State of Customer ExperienceThe state of the customer experience is changing rapidly and that speed keeps picking up as AI and automation capabilities grow.The State of CXat a GlanceThe state of the customer experience(CX)and how customers interact with brands are undergoing a seismic shift.

2、Modern customers crave a personalized touch throughout their journey.This constant evolution presents high hurdles but lucrative possibilities if you can adapt to the changes.Dont just take our word for it,though we asked business management and senior leaders across several industries for their opi

3、nions on the state of CX today.They told us that preferences are changing faster than ever,and businesses are searching for the right tools to help them keep up.Those tools also need to leverage artificial intelligence(AI)to personalize CX and give support teams the resources they need to improve sa

4、tisfaction.To succeed in creating an intelligent CX,you need to possess a clear vision for your entire customer journey.Youll also need a dedicated team passionate about crafting and implementing your CX strategy and a modern tech stack that empowers seamless interactions across all channels.By keep

5、ing an eye on key trends and bridging existing gaps in your strategy,you can craft a CX that delivers unwavering loyalty,propels growth,and positions you to thrive in the ever-changing world of CX.MethodologyUnless otherwise cited,all research in this report stems from a survey conducted by Nextiva

6、in April 2024.We interviewed 109 business management and senior leadersfrom multiple industries workingfor companies with more than 10 employees.At the time of the survey,these respondents had roles in management,customer service,IT,business strategy,or marketing.02Whats Inside?04 0615162128What Do

7、Customers Really Care About?The Insights Shaping Customer Experience Common CX Challenges Strategies for CX Success How To Evaluate and Grow Your CX Strategy Create the Ultimate Customer Experience with Nextiva Personalize communications to capture and retain customers Connect wherever customers are

8、 with omnichannel Use AI to improve results and reduce effort Leverage customer emotions Prioritize data security your customers demand it Best practices in CX management Examples03Key TakeawaysWhat Do Customers Really Care About?Whats the Biggest Priority When Personalizing CX?Delivering empathy fr

9、om customer repsCreating enjoyable interactionsSupplying high-quality productsPersonalizing recommendationsDriving tangible business impactsProviding a seamless omnichannel UXOther0510152020%19%19%16%14%7%5%Heres what businesses say:Source:Nextiva 2024 State of Customer Experience Survey04The CX lan

10、dscape is undergoing a major shift driven by rapidly evolving customer expectations.While this presents challenges,it also offers significant opportunities for businesses that can adapt.Heres what matters today in the world of CX:The 2024 State of Customer ExperienceCustomer preferences are rapidly

11、changing and can outpace businesses that dont adopt technology to keep up.Personalization is key but not everything because tailored experiences shouldnt compromise security and relevance.Generative AI increases the stakes and raises the bar for competition.Strong CX fundamentals matter more than ev

12、er,and businesses that lack them will struggle to adapt.As you might expect with such rapid shifts,there are gaps in many businesses current strategies.Many businesses are still building their CX frameworks and tech stacks.People still believe in the power of empathy to turn around negative experien

13、ces and the importance of creating enjoyable interactions.However,businesses might not be prioritizing the right measures to deliver that empathy effectively.Lets dig in to explore more about CX today.05The 2024 State of Customer Experience5 Actionable InsightsShaping Customer ExperienceWhile the wo

14、rld of customer experience evolves on a daily basis,these five trends are ones to watch as you and plan for the next few years.06The 2024 State of Customer ExperienceInsight 1Personalize communications to capture and retain customer attentionPersonalization helps businesses stand out from the crowd,

15、and its only becoming more important.With a direct connection to your customer and their needs,you show that you understand their preferences and demonstrate that youre there to help.The good news is that you can leverage data to tailor your and create a sense of value and relevance for each custome

16、r.This increases customer satisfaction and translates to a higher customer lifetime value,as personalized experiences encourage repeat business and stronger brand loyalty.digital CX strategy07The expectations in the market have shifted.Customers expect real-time responses.However,they also demand qu

17、ality and accuracy.which,at times,still requires a human touch.Having systems to triage this will be critical to remaining competitive in the future.”Chris BryantDirector of strategic growth at Nextiva5 Actionable Insights Shaping Customer ExperienceThe 2024 State of Customer ExperienceResearch from

18、 BrightLocal shows that 88%of customers would buy from a business that responds to their reviews versus only 47%who would use a business that doesnt respond to reviews.However,when shown review responses written by humans and ones written by generative AI,57%of customers preferred the AI-generated r

19、esponse.That means that you can and should be using AI to increase the personalization of your customer communications.5 Actionable Insights Shaping Customer ExperienceDo you adapt your CX strategy to target members of different generations or demographics?Yes,across all channelsYes,on certain chann

20、elsNo0%20%40%60%53%22%25%Three-fourths of respondents tailor their CX strategies by generation or demographic on at least one channel 53%adapt them on all channels.Source:Nextiva 2024 State of Customer Experience Survey08The 2024 State of Customer Experience09The 2024 State of Customer ExperienceIns

21、ight 2Connect wherever customers are with omnichannelOmnichannel platforms create a powerful link between your brand and customers by providing a seamless and unified journey across all touchpoints.This rising star in CX strengthens customer relationships by removing friction from conversations.Omni

22、channel automatically personalizes CX by allowing customers to move between,like phone,email,or social media,without losing the context of their conversations.Customers feel valued and understood because they can connect on their terms.This convenience builds trust and loyalty.Ultimately,an omnichan

23、nel ecosystem can lead to happier and more engaged customers who are more likely to return and advocate for your brand.business communication channels5 Actionable Insights Shaping Customer ExperienceOmnichannel vs.MultichannelCustomerfocusedCommunication unifiedAll channels present andintegratedBran

24、dfocusedCommunication fragmentedAll channels present but not integrated5 Actionable Insights Shaping Customer Experience10The 2024 State of Customer ExperienceInsight 3Use AI to improve results and reduce effortAI is revolutionizing CX by personalizing interactions to an unprecedented degree.This ca

25、n be as straightforward as an intelligent virtual agent that remembers your preferences across all channels,proactively recommending products or resolving issues before they arise.This hyperpersonalization,fueled by AIs ability to analyze vast amounts of data,creates deeper customer connections and

26、sets businesses apart.CX improves significantly with the advent of AI informing intent and provisioning knowledge.The pace of progress is remarkable CX leaders need to plan innovation like never before.”Ken McMahonChief customer officer at Nextiva5 Actionable Insights Shaping Customer Experience11Th

27、e 2024 State of Customer ExperienceLooking ahead,AI advancements like natural language processing that mimic human conversation will help create chatbots that are indistinguishable from real people,offering a seamless and personalized CX experience around the clock.Do you agree?People wont be needed

28、 for great CX once technology advancements reach a certain point:Leaders are open to using technology to deliver great CX by empowering their teams to work on more complex matters instead of repetitive requests.Source:Nextiva 2024 State of Customer Experience Survey21%28%17%15%19%Strongly agree Agre

29、eNeutralDisagreeStrongly disagree5 Actionable Insights Shaping Customer Experience12Best Practices To Track CXEmpathize by outlining the customer journeyBenchmark your success with CX metricsReduce effort with feedback automation campaignsMake CX data easy with a centralized dashboardFuture-proof CX

30、 with quality assuranceThe 2024 State of Customer ExperienceInsight 4Leverage customer emotions Todays CX landscape recognizes the power of emotions,not just logic,in making decisions.By tapping into this in their strategies,businesses can create a more inspiring CX.Designing CX that resonates emoti

31、onally can help build long-term relationships with customers who feel positively invested in the brand.We see this in brands that dont just solve problems but also make customers feel understood and welcomed.Apples product ecosystem is famous for creating a sense of community and enticing its users

32、to feel something.This emotional connection fosters brand loyalty and creates a more memorable customer experience.customer management5 Actionable Insights Shaping Customer Experience13The 2024 State of Customer ExperienceInsight 5Prioritize data security your customers demand itCustomer expectation

33、s for data security have skyrocketed.The Moodys cyber survey found cyber security budgets spiked 70%between 2019 and 2023.Consumers entrust you with their personal information and expect you to safeguard it meticulously you can thank the growing awareness of cyber threats and the potential consequen

34、ces of data breaches.CX will continue to become more automated and intelligent.Were just scratching the surface when it comes to the use of AI for conversational sales and service.As it becomes more refined and polished,AI has the potential to upend the way products and services are sold and support

35、ed.”Chris BryantDirector of strategic growth at Nextiva5 Actionable Insights Shaping Customer Experience14The 2024 State of Customer ExperienceLuckily,AI will help meet these customer expectations.It presents a unique opportunity to differentiate CX offerings by addressing both data security and per

36、sonalization.AI-powered security systems can continuously monitor suspicious activity and identify potential breaches much faster than traditional methods.We can expect even more sophisticated AI applications in CX,such as AI-powered chatbots that can handle complex customer inquiries while adhering

37、 to the strictest data security protocols.Top 5 barriers to implementing a new CX solutionWhile company leaders shared some concerns about new CX platforms,these can be addressed by aligning the platforms with business priorities,properly training staff,and correctly executing implementation.Source:

38、Nextiva 2024 State of Customer Experience SurveyEthical concerns with using AICost of the solutionLack of skilled talentCompliance and regulatory uncertainty Scalability15The 2024 State of Customer ExperienceCommon CX ChallengesCX is a challenge not only because customer preferences change with the

39、wind but also because technology is evolving faster than ever.Your customers might change their communication preferences based on what stage of the customer journey theyre in.For example,they ask initial questions to a chatbot and eventually send product demo follow-ups to a sales representative vi

40、a email.One reason businesses may struggle with CX is prioritization when it comes to personalization.Among our survey respondents,one in five said that empathy from customer reps was the most important CX priority.Only 7%of respondents gave the same importance to seamless UX and omnichannel operati

41、ons.Without an intuitive and frictionless experience,your agents cant offer much more than empathy.They cant see previous customer interactions and cant easily get a reading on customer sentiments.omnichannel contact centersBusiness Suffers When CX Isnt a PrioritySource:Nextiva 2024 State of Custome

42、r Experience SurveyBusiness Suffers When CX Isnt a PrioritySource:Nextiva 2024 State of Customer Experience SurveyMore than of the respondents were not“very confident”in their companys ability to correct CX issues.1/2Fewer than respondents were“very confident”that their company could measure ROI on

43、CX initiatives.2 in 524%of respondents said their company doesnt track first contact resolution rates,creating a CX blindspot.25%of respondents dont adapt CX strategies at all to target different generations or demographics.16The 2024 State of Customer ExperienceStrategies for CX SuccessDespite the

44、challenges of ideating,adopting,and following through on a CX strategy implementation,theres a bright future for businesses investing in CX.Lets explore some of the best ways to overcome common CX challenges.Start with a foundation of customer trustYou need customer trust,just as a building needs a

45、cornerstone.Trust allows loyalty to flourish,encouraging repeat business.Research from Harvard Business Review shows that companies with strong customer trust outperform competitors in market value by up to 400%and their customers are 88%more likely to become repeat buyers.That means significant lon

46、g-term growth and lower churn as a potential reward for working to build that trust at the outset.With 24%of Nextiva survey respondents noting that their company doesnt track the,thats a lot of missed opportunities to build trust from the outset.A key challenge businesses face in todays competitive

47、landscape is overcoming initial skepticism or explaining why customers should take the plunge and make a purchase.Proactive trust-building and transparency throughout the customer journey mean setting clear expectations.Be upfront about product limitations,communicate clearly,and actively seek feedb

48、ack to show commitment and build trust faster.first call resolution rateThe strongest correlation between satisfied customers and repeat business comes from an organizations ability to be there when and where customers need them most.When companies reduce the time it takes to respond to a customer,t

49、he immediate perception of the brand improves,and that invaluable layer of trust is created.”Chris BryantDirector of strategic growth at NextivaStrategies for CX Success17The 2024 State of Customer ExperienceGet employees on board and build awarenessEmployee buy-in is the linchpin of delivering top-

50、notch CX.When employees feel invested in your CX vision,they go the extra mile to ensure customer satisfaction.This means proactive problem-solving,personalized interactions,and a genuine desire to create positive experiences.You need to get your employees on board to avoid your service quality suff

51、ering.Disengaged employees need more motivation to resolve issues effectively,possibly leading to customer frustration and churn if not addressed.Getting that buy-in requires a multipronged approach.You should aim to be transparent about your CX goals and how each employees role contributes to achie

52、ving them.Empower your employees with the training,resources,and decision-making authority they need to deliver excellent customer service.A key is recognizing and rewarding employees who demonstrate your commitment to customer service.Doing so will reinforce desired behaviors and entrench customer-

53、centric values in your team.call center best practiceImplementations are really about changing hearts and minds.The level of training,communication about changes,and the processes for hypercare support truly matter.You shouldnt address how the old feature was inferior as much as how employees are pr

54、epared for how different things will be.”Ken McMahonChief customer officer at NextivaStrategies for CX Success18The 2024 State of Customer ExperienceBreak down data silos between teamsA seamless flow of information across all channels is vital for a stellar CX.Without it,its all too easy for agents

55、to spend too much time retreading conversational context and looking up past interactions.means providing a consistent and connected experience for customers,whether they interact with your business online,in-store,or through another channel like social media.Silos between teams hinder this consiste

56、ncy.Omnichannel CX With a CX solution that provides a central hub for all departments to access and share customer data,agents get a complete view of the customer journey.That way,they can personalize interactions easily and resolve issues efficiently.Investing in omnichannel communication tools tha

57、t integrate all customer-facing channels(text,email,chat,social,and more)fosters a more streamlined experience.Customers can seamlessly switch between channels without repeating information,ensuring a smoother and more satisfying CX.Hours spent resolving some technical support problem is a deal brea

58、ker that will impact the customer relationship in some cases,irreparably.”Ken McMahonChief customer officer at NextivaStrategies for CX Success19The 2024 State of Customer ExperienceKeep customer data secureYou need to show customers that their data privacy and security are top priorities to ensure

59、you keep their trust.Data breaches and privacy violations can severely damage a companys reputation and erode customer confidence in tangible terms,that means higher turnover and lower profitability.The stigma around AI stops some people from adopting it.Our survey found that respondents top barrier

60、s to implementing a better CX solution include ethical concerns about using AI.However,AI and automation might help reinforce because these technologies can use machine learning to detect and compromise threats.Voice over Internet Protocol(VoIP)securityRising above the threat of data breaches requir

61、es you to commit to robust data security practices.This means regular security audits to spot vulnerabilities and clear,actionable plans to overcome them.In our VoIP statistics,we found that 51%of companies plan to increase data security investments because of a previous breach.Dont wait until its t

62、oo late to prioritize security.You should also aim to implement strong encryption protocols to protect sensitive customer information.Fostering a culture of data privacy awareness among employees through training programs wont hurt,either.The more you demonstrate your commitment to safeguarding cust

63、omer information,the faster you can build trust and loyalty.Too many executives hear automations siren call and think they can just start mechanizing everything they do.But it doesnt scale.Why?Its not the automations fault.If you automate fundamentally broken processes,you will end up with broken au

64、tomation.”Edwin MarguliesChief evangelist at NextivaStrategies for CX Success20The 2024 State of Customer ExperienceIntegrate new CX solutionsMany businesses struggle with service implementation because departments are siloed.They cant share information easily because they each function with their o

65、wn software,data structures,and communication channels.This creates a fragmented CX where information gets lost in the handoffs between departments.Customers feel frustrated and unheard like a customer calling about a billing issue,only to be transferred multiple times and have to repeat their probl

66、em to each agent.Bridging these service gaps is easy with the right solutions.A unified CX platform with application programming interfaces can integrate real-time communications for a more unified view of the customer.AI-powered chatbots can take over easier interactions and elevate more complex ta

67、sks that require a human touch.This also fosters a smoother flow of information across departments.Then,integrating your CRM into that CX platform creates a central hub for all customer interactions.By consolidating customer data and activity logs in a single platform,you empower agents with a compl

68、ete customer journey view.That way,they can resolve issues efficiently and deliver a more cohesive CX.Most businesses underutilize AI and automations,leaving some channels isolated and creating disjointed customer experiences.Overcoming these challenges requires time spent upfront,mapping out custom

69、er touchpoints and defining key KPIs to measure for improvement.”Chris BryantDirector of strategic growth at Nextiva21The 2024 State of Customer ExperienceHow To Evaluate and GrowYour CX StrategyCompanies that dont harness the full potential of a great CX solution are like commuters who buy a car on

70、ly to take the bus.You need to understand exactly how your CX strategy brings you value and pinpoint where to improve it to maximize your ROI.However,and even understanding exactly where your CX strategy stands right now is a complex task involving many KPIs and moving targets.To succeed at deliveri

71、ng a top-notch CX,you need to listen to your customers and take care of your employees.You should act on customer feedback and proactively map customer journeys to evaluate and scale your CX strategy.To do that,empower your employees for success,and focus on continuously improving your strategy,refi

72、ning it over time.measuring CX initiativesThe Cycle of Improving Your CX StrategyMap every possible customer journeyUse customer journey data to add personalization to your communicationsMap every possible customer journeyUse customer journey data to add personalization to your communicationsAct qui

73、ckly on customer feedbackCreate actionable solutions from feedback insightsAct quickly on customer feedbackCreate actionable solutions from feedback insightsAim to do it better next timeEncourage your team to identify problems and propose solutionsAim to do it better next timeEncourage your team to

74、identify problems and propose solutionsGive employees the resources they needSupercharge your agents potential by streamlining operationsGive employees the resources they needSupercharge your agents potential by streamlining operationsHow To Evaluate and Grow Your CX Strategy22The 2024 State of Cust

75、omer ExperienceMap every possible customer journeyThe better you know your customers,the more you can personalize their experience and win their loyalty.However,you first need to walk a mile in their shoes or at least try them on.While mapping every single journey might seem unrealistic,you should s

76、trive to capture a range of customer journeys as a best practice for evaluating and growing your CX strategy.Its crucial to remember that many customer journeys arent linear and instead vary based on the user,their use case,and their platform preferences.That means your can get messy if youre trying

77、 to freehand them.Instead,opt for a CX solution that gathers and analyzes customer data and sequences customer journeys based on their interactions.By mapping those journeys,you can uncover hidden needs,pain points,and nuanced information on how people use your product.Then,you can use that knowledg

78、e to address issues you might not have anticipated with a more linear view of the customer journey.customer journey mapsGood CX must adapt to how customers wish to communicate.As technology evolves,customers wont have to repeat themselves as much,and agents will be able to access solutions faster th

79、anks to AI-based agent assist technology.CX can and will fundamentally change how journeys are orchestrated.”Edwin MarguliesChief evangelist at NextivaCustomer StoryGoldberg HedgeFundsGoldberg HedgeFunds,a financial services business that provides small business loans,kept running into challenges wi

80、th a combination of Zoho and Vonage for business operations.Dissatisfied with the phone service quality and CRM usability,they switched to Nextiva.Seamless integration with their CRM streamlined processes and eliminated duplicate account creation,enhancing customer data visibility and usability.Reve

81、nue tripled,and within the first six months of partnering with Nextiva,Goldberg saw a 27%increase in monthly loans originated.Integrating your CRM and VoIP phone systems is critical for swift action to mend pain points,prioritize fast response time,and ensure quick agent access to customer data.Use

82、customer journey data for better personalizationHow To Evaluate and Grow Your CX Strategy23The 2024 State of Customer ExperienceHow To Evaluate and Grow Your CX Strategy24The 2024 State of Customer ExperienceEmpower employees to excelWith the proper training and resources,achieving employee buy-in i

83、s easier than ever.Without it,you might run into some snags when encouraging the adoption of new CX initiatives.Strong leadership is one of the best drivers of employee satisfaction,according to The Conference Boards annual job satisfaction survey.When your guidance makes employees feel trusted to m

84、ake decisions and solve problems on their own,they can become more invested in their work.This leads to increased motivation and a desire to provide exceptional service,even.On the other hand,poor communication channels were the most common reason for low satisfaction among the same survey responden

85、ts.And how your CX system handles customer data and inquiries can affect your employee performance and satisfaction:increasing their productivityTo empower your employees,invest in training and resources.Provide customer service training,product knowledge,and tools like CRM software or automations t

86、o help them be more efficient.Delegate decision-making within certain guidelines,and recognize and reward employees who deliver exceptional service.Empowering your workforce creates an engaged and motivated team to deliver a positive CX,leading to happier customers and a thriving business.Great CX i

87、mproves efficiency.If you have a clunky CX system,your staff turnover rate will reflect that.Lets say that it costs you$15K on average to recruit a good team member and$25K to train them,and it costs you$10K in down productivity time with the empty role,then thats$50K out the window each time someon

88、e quits.Sufficient agent tooling is key for good CX.”Edwin MarguliesChief evangelist at NextivaCustomer StoryAVITAVIT,a leading IT consulting firm,partnered with Nextiva for a cloud communications solution that saw revenue jump by 38%in 2019 and leap by 78%in 2020.Nextiva supercharged AVIT employees

89、 capabilities,helping them handle approximately 500 calls per day and more than 3,000 per week.Thanks to Nextivas cloud-based integrations,agents also benefited from streamlined operations like client onboarding.The right cloud communications solution can scale with your company as it grows and evol

90、ves,just as Nextiva did for AVIT.Supercharge your agents potentialHow To Evaluate and Grow Your CX Strategy25The 2024 State of Customer ExperienceHow To Evaluate and Grow Your CX Strategy26The 2024 State of Customer ExperienceAct on customer feedbackYour customers are your eyes and ears,highlighting

91、 areas for improvementthat you might otherwise miss internally.Their feedback highlights real-world experiences and exposes unpredictable pain points.The more feedback you can take in and make sense of,the better you can comprehend how your customers feel about you and your offerings.Thats because i

92、s just as important as collecting it.Use the insights you draw from customer feedback to create real solutions that target the issues you uncovered.CX solutions that analyze feedback and help you spotlight problems are like speed boosters launching you toward higher levels of customer satisfaction a

93、nd loyalty.managing customer feedbackAccording to our own customer service statistics,switching between multiple communication channels makes it difficult for 71%of customer service agents to meet customer needs.Those agents can get overwhelmed if communication channels arent connected in a friction

94、less environment.A CX platform like Nextiva employs omnichannel communications to reduce agents stress and keep important conversations in one place.Lets face it:a customer wants what they want.If a customer calls the bank to get their balance,they want that answer right away.After they place an onl

95、ine order,they want that shipment to show up on the promised day.When they have a billing dispute,they arent happy until it is resolved.If a customer isnt able to complete a task,theyll let you know.And you should act on it quickly.”Edwin MarguliesChief evangelist at NextivaHow To Evaluate and Grow

96、Your CX StrategyThe 2024 State of Customer ExperienceSome companies may pursue CX initiatives in secret,meaning employees might not learn about the changes until the company enforces them.Instead,make your CX initiative an internal campaign.Drive excitement and raise awareness about serving customer

97、s and growing the business to increase buy-in and continuously improve.Share the excitement with your team27Aim for continuous improvementThe goal of good CX is to evolve based on changing customer needs and.It may sound simple,but its not.Services that satisfied customers yesterday might not impres

98、s them today.Continuous improvement helps businesses stay ahead of the curve by constantly refining their CX based on customer feedback and market trends.And your competitors arent resting on their laurels,either.When you build an adaptable culture focused on improving,you encourage your team to ide

99、ntify problems and propose solutions,leading to a more dynamic and customer-centric atmosphere.CX technologySuperior CX is glue.It leads to customer loyalty and increased customer lifetime value.Its a portfolio asset for operations that execute it well,and it can also be a scapegoat for organization

100、s that dont critically assess CX with an eye on continuous improvement.”Ken McMahonChief customer officer at NextivaSourcesLocal Consumer Review Survey 2024:Trends,Behaviors,and Platforms Explored.BrightL Cyber Survey,M Questions to Measure and Boost Customer Trust.Harvard Business Review(2022).hbr.

101、org/2022/11/4-questions-to-measure-and-boost-customer-trustJob Satisfaction 2023,The Conference Board.www.conference-board.org/pdfdownload.cfm?masterProductID=46114The 2024 State of Customer Experience(800)799-0600 Copyright 2024 Nextiva,Inc.All rights reserved.Create the with NextivaUltimate CX Nav

102、igating the shifting ground of CX requires agility and a commitment to core CX principles.By building trust,embracing personalization,prioritizing security and privacy,fostering collaboration,and wielding the power of empathy,you can bridge the gaps in your.Then,you can craft an exceptional CX that

103、drives loyalty and positions you for long-term success.The right communication platform partner is a key factor in that journey.means an omnichannel powerhouse at your fingertips that enables you to gather,analyze,interpret,and act on customer insights.That way,personalization is never an afterthought,and the customers needs are always at the front of your mind.customer service strategyCX with Nextiva