Let's play UX-CX in 2020
Abhay Goghari
Experienced storyteller. Bylined author and novelist. Digital content creator with work spanning six regions and 8 niches. Former art director.
For marketers of fifty shades and more, playing UX and CX distinctively will be a challenge and opportunity in 2020. What’s the big deal?
UX-Play
UX has arrived big-time on the mobile screen. In 2019, 80% conversion of search happened on mobile, 94% of mobile search originated from smartphones, and 63% shopped the searched product on the same day. Marketers are keen to seize the humongous MX (mobile UX) opportunities in 2020. Here are some predicted trends for mobile UX:
Device and gadget syncing — UXers will have to produce dashboards that are easy, convenient and fast across device, gadget and screen sizes. More importantly, they will have to create meaningful and relevant content.
Voice search and assistance — Empowering UX with voice capabilities at both the ends of communication will be critical. Chatbots are not just in, they are inevitable.
Localisation — Which broadly translates into vernacular voice and display capabilities
AR and VR — personal shopping, vanity products, wearables… effective and fun ways to engage AR and VR will enhance experiences on websites and apps
Storytelling — Not just boring product descriptions and specs, but compelling storytelling with brands as ambassadors of human aspirations and emotions.
Personalisation — Second-person accounts, please. The consumer is increasingly discerning and assertive, and demands to be spoken to directly.
In 2020, UX must evolve into full-scale, meaningful human-machine interactions that touch all the nodes of a customer journey — anywhere, any time. And oh yes! Across screen types and sizes.
CX-Play
Customer experiences have outgrown marketing-sales functionality and become enterprise-wide missions. A report says that by end-2020, CX will have overtaken price and product attributes to critically influence sales.
Which are the two most significant CX triggers for 2020?
Analytics — Data is helping marketers understand consumer behaviour and buying trends in far wider and deeper contexts than intuitional understanding. Mckinsey Global Institute says that chances of customer acquisition are 23X better for data-driven firms. However, CMO Council reported that only 7% of surveyed marketers said they have robust infrastructures to effectively implement data-driven marketing decisions across the marketing and sales funnels.
Personalisation — 92% of firms surveyed agree that data-driven customisation is a critical CX trend, according to a Verndale survey. Sas.com found out that the patient wait-time for doctors in the NYU medical facility was reduced from several hours to 10 minutes, with a data-empowered CX design.
Clearly, CX has moved eons from coupons, vouchers, flash sale, et al, to profound customer realisations/revelations that assist customers in making informed purchases and build sustainable relationships. Beyond brand-loyalty, there will exist brand-pride, the home-turf of future CXs.
#UX #CX #digitalmarketing #mobilemarketing #dataanalytics
Resource credits:
https://www.sas.com/en_us/insights/articles/marketing/data-and-customer-experience.html
https://www.ngdata.com/dictionary/customer-experience-marketing-definition/
Country Head & Director at école Intuit Lab
5 年Would you consider CX to be a sub-category of UX, or an independent one?
Copywriter, Creative Director, Group Head..Copywriter...Copywriter...Wow! ▼ Freelancer ▼ Enjoying the adrenaline rush of a rollercoaster ride that's advertising ▼
5 年Very useful points...particularly vernaculars (auto translations are hopeless), story telling (though bit of a 'do') localisation-direct...and all are going to be game changers...