By Albert Nel, Senior Vice President, Asia Pacific & Japan, Contentsquare
Customer experience (CX) has become high on the agenda for companies in Australia. According to a recent study from Ipsos, one of the key priorities identified is the need for brands to deliver personalised customer experiences, especially as they face the complexity of omni-channel customer journeys.
The digital customer experience a brand provides will directly impact its growth, revenue and ROI in 2023.
Here are the top five digital customer experience (CX) trends shaping 2023:
- Increasing mobile traffic and social shopping
In the next five years, digital experiences will be even more entertaining, shared and interactive than they’re today. This is driven by social shopping on platforms like TikTok, Facebook and Instagram. According to the Social Commerce Survey, Australia’s social commerce value will reach over US$2.4 million by 2028.
2. Prioritising site performance and conversions over acquisition
Brands will prioritise their time and money on optimising their site performance to offer better experiences and boost activity. Creating fast, seamless and intuitive experiences lead to more activity and page views, increasing the likelihood of visitors completing their journey and converting. Building a loyal customer base is more cost-effective than acquiring new ones. Brands need to make the experience of their customers an exceptional one that keeps them coming back, time after time.
3. Building holistic, personalised omnichannel customer experiences
Brands will continue to optimise their personalisation strategies to create a holistic brand experience through every channel. Whether it is on social media, email, SMS or any other type of digital touchpoint, consumers want a seamless experience. Brands need to anticipate consumers’ unique needs and expectations, demonstrate empathy and deliver a personalised experience while remaining uncomplicated and enjoyable to use.
4. Using AR and VR to create immersive and emotional customer experiences
Brands are offering more interactive experiences that build a strong emotional connection between the consumer and a product. Mimicking in-store experiences like tasting a sample, testing out a potential couch or feeling the softness of a shirt are challenging to replicate digitally, but augmented reality (AR), virtual reality (VR) and 3D content help bridge the gap. They can also provide a deeper understanding and attachment to a product that builds trust with consumers and makes the purchasing decision easier.
5. Improving digital accessibility in all channels and experiences
Accessibility isn’t just a trending buzzword—it’s a strategic shift brands across industries will continue to prioritise in 2023. With the increase in digital consumption, we are seeing an increase in digital accessibility issues. In Australia, 1 in 5 people live with a disability and this number is likely to increase as a result of the region’s ageing population. This means that over 4.4 million of Australians have some type of impairment that affects their ability to consume digital content.
A brand that demonstrates a commitment to accessibility for all can enjoy a strengthened brand presence and an increase in positive sentiment and word-of-mouth recommendations. And with those come significant improvements in customer experience and loyalty.