If 2020 could be labelled anything, it would be, ‘unpredictable’!

With all the changes that took place this year, it is somewhat inevitable that the state of customer experience (CX) has also changed.

The pandemic certainly has put pedal to the metal when it comes to digital adoption and innovations in the CX realm- a movement which is certain to continue and grow exponentially in the years to come.


CX Trends Set to Take Hold of 2021


Contactless and Self-Service are Here to Stay

As we know, the coronavirus is transmitted primarily through direct or indirect close contact with an infected person. With social distancing being one of the recommended precautions to avoid contraction, it is not surprising that customers demand services with minimal human contact which includes:

  • Embeddable Experiences- Whether through a phone call, text message, or an app, consumers are predominately connecting with brands today through their smartphones.
  • Embracing the Remote Consumer- with work-from-home (WFH) becoming a major part of the 2020 culture, companies are forced to adapt and embrace even the consumer that no longer physically comes into a store- embracing the digital first, mobile-centric consumer.


More Organisations Will Begin to Embrace Disruptive Technology to Achieve CX Outcomes

As we know, the world of customer communications is constantly changing, and with the rate at which technology is advancing, these changes are happening faster than ever.

Some of the CX trends in the digital space which will impact the customer’s experience in 2021:

  • CX to Drive Digital Maturity
  • Data Privacy and Security
  • Level-Setting AI Expectations
    • Rise of the Chatbots
    • Virtual Assistants



Know your customer! Customer understanding allows you to personalise the way in which you approach your valued customer.

Personalisation goes beyond marketing and rather forms part of major touch points within the customer’s journey, thus further improving upon their overall experience with the organisation.


Predictive Analytics and Data Science

Once you have enough customer data and are proficient in handling and analysing it, you can start to utilise predictive analytics- here are some ways that predictive analytics can benefit you:

  • Provide real-time feedback
  • Customer needs can be predicted
  • Stop customers leaving

This is a field wherein Genex Insights excels and can help you implement predictive analytics through the use our state-of-the-art technology. What’s more, our technology is home grown!


Omnichannel Approach

Customers will expect companies to have a consistent voice across all platforms. This includes the ease with which they are able to communicate across channels- that means, if a customer raises a query on Twitter, for example, it will be handled with the same efficiency and professionalism as if they were to raise the issue via email. Additionally, the customer should not be expected to repeat their personal information or details of the issue that they are raising, even if they were to raise it on different platforms. No! The data should follow the customer wherever they go.


Telehealth is Here to Stay

Telehealth is the use of digital information and communication technologies, such as computers and mobile devices, to access health care services remotely and manage your health care.

Successful providers will not only have to continue evolving their ability to meet tech requirements like data encryption and privacy—they’ll also have to focus on meeting the growing needs for ongoing care and mental health.


Websites are Enjoying a Renaissance

Yes, that is correct. The good old website is back. What’s interesting, though, is how slowly many brands have adopted and adapted their websites for the 2020 customer- with many lacking the customer-centred post-pandemic message that lets customers know what to expect in their preferred brands physical spaces.

Customers will look for information in order to have a sense of trust.


Consumers have less money in their pockets and more time on their hands

With macroeconomic considerations into play, the key here is creating value.


The Goldmine of Customer Complaints

This trend has proven to be a key emotional driver for customers. How an organisation ‘fixes things’ when they go wrong, or even simply reacts to customer complaints can be make or break for customers.

As your most trusted research partner, we predicted this being an integral part of CX in the years to come. Take a look at our blog for more insights, and at our whitepaper for a more in-depth look into customer complaints by clicking here


The Rise of The Analytics-Led Employee Experience

Historically, organisations have focused on and invested in CX technology and while we value our workforce, we often forget that we can gain valuable insights from the very people that make our company run well.

Studies suggest that 2021 expects organisations to see a rise in the analytics-led employee experience and as we know, a happy employee means a happy customer.


CX Trends to Help Manufacturers Thrive In 2021

Disintermediation: Invest in D2C

Before 2020, brands had already begun to move toward a direct-to-customer (D2C) approach. And now that brands are seeing their retail channel partners struggle and even go out of business due to pandemic impacts, and the value of a direct connection to consumers is much more immediate.

Online Marketplaces: Offer the Right Products

With the world at your fingertips right in the privacy of your own home, brands are quickly realising that the physical marketplace is becoming less and less popular and are therefore opting for an online offering instead.


“Servitization”: Add Value by Selling Solutions

“Servitization” refers to industries using their products to sell “outcome as a service” rather than a one-off sale.

One solution is to add value by bundling services with products. For example, some original equipment manufacturers are now offering maintenance as a service for customers who purchase their machinery.


What Does Upcoming CX Trends Mean for Organisation’s Strategies?

Reap the rewards or suffer the penalties: CX is the future of retail

If 2020 has taught us anything it is that, in the world of customer experiences, flexibility and adaptability are so crucial. CX professionals need to be ready for anything and need to further be able to manoeuvre their strategies to make room for the here and now.



With trends such as contactless self-service platforms being further developed, embracing disruptive technologies, the website renaissance, and customer complaint management as a goldmine to CX, among numerous others, all being expected focal points of the CX game in 2021, organisations should expect to spend time and money investing in their customer’s experience if they intend to be at the forefront of industries.

Whether it is looking at predictive analytics, improving employee engagement, or putting measures into place to gain customer understanding in order to implement hyper-personalisation in 2021- Be sure to get in touch with a Genie today to get your organisation’s CX up and running and be ahead of the game in 2021.

Download full whitepaper for CX Trends for 2021