CEM: Challenges due to changing expectations

Digitalisation has revolutionised the way we produce and deliver services: Internet, AI and machine learning make the processes faster, more efficient and better tailored. Customers’ expectations are increasing rapidly.

Customer experience management is feeling the consequences of the changing digital environment as well. Technology advancements have made better-than-ever customer experiences possible – however, many companies are still struggling with the changing environment and increasing expectations. We listed the most common challenges and their solutions for your help.


1. Immediate response

Customers expect companies to answer to their queries immediately 24/7, or very close to. 64 % of consumers and 80 % of business buyers reported that they expect companies to interact with them real time.

Solution: If the requirement is ubiquitous connectivity, it becomes a strategic choice between two options: increase staff or employ technology. AI technology is already employed by many companies and chatbots are becoming a norm for large operators.


2. Personalised services

Relevant content is always more valuable for people, and ultimately personalised services aim to provide a better customer experience. The bar for quality content has been raised for good, and 59 % of consumers say that they expect tailored engagement based on their past interactions with the company (Salesforce).

Solution: Customer insights. To close the expectation gap, you have to know who your customers are, what they are looking for, their needs and their values.

  • Use the information generated by Google Analytics, Facebook, Instagram, newsletter subscriptions and in-store feedback
  • Measurements such as Net Promoter Score (NPS) and Customer Satisfaction Score (CSAT) may reveal important aspects about how customers perceive your brand
  • Analytics tools and customer experience management software produce valuable information to improve your customer experience and increase competitiveness
  • Machine learning is becoming a standard tool in customer experience personalisation, so make sure your website and other touchpoints are optimised to support this technology


3. Consistent omnichannel experience

Consumers expect iterative interactions with companies across platforms. Most consumers use multiple channels, online and offline, and expect omnichannel presence from companies. For instance, websites are an easy way to find information while social media platforms provide inspiration and a convenient way to contact the company. The challenge, however, is to create a consistent customer experience across multiple channels – according to BRP, only 7 % of companies provide a seamless omnichannel customer experience.

Solution: The number one tool for creating a seamless experience is customer journey mapping. A customer journey map outlines all the touchpoints a customer has with your company, from first exposure to post-sale interactions. Examining the feelings, questions and motivation your customer has throughout the engagement helps to understand their behaviour. Usually, a customer journey map appears in the form of an infographic. Whatever the form, the general purpose is to align your staff’s responses so that a customer, regardless of at what point of their customer journey they are, receives a continuous experience.


4. Data protection

Data safety is a hot topic with tech giants like Facebook hitting the news headlines because of continuous data breaches and new regulation such as GDPR coming into effect. Information is valuable, especially in customer experience management and in service design. Consumers are increasingly aware of this and concerned about the safety of their personal information.

Solution: According to a 2018 PwC report, 88 % of consumers said that how trustworthy they perceive a company determines how much personal information they are willing to share.It’s crucial, that you acknowledge the consumers’ concern about personal data misuse and understand what regulations such as GDPR means for you and your business – our old blog posts are a good place to start.

In the end, it all becomes to what kind of company you are. Honesty and transparency are highly valued by customers. Businesses who communicate in an open and genuine way and stand behind their values gain consumers’ favour – and loyalty.


Still a bit confused with how to overcome the customer experience challenges your company is facing? We’re always happy to help you find a solution!