If you are responsible for the customer experience in a company, you know how challenging it is to create an annual plan full of effective strategies. A number of factors must be considered: uncertainties, new regulatory milestones, changes in customer demographics, accelerated innovation, increasing data volumes, fragmented infrastructure, and variable expectations. All these elements need to be carefully analyzed and integrated into the planning
As marketing technologies evolve and expand beyond the marketing department, the challenge of building internal consensus intensifies for Customer Experience professionals. Now, it is essential to develop increasingly robust and comprehensive plans that involve various areas of the business.
Furthermore, it is essential to possess interpersonal skills to ensure that all interested parties within the company are aligned with the customer experience objectives and strategies. Within companies, there are many opinions on how to interpret analytical data and what to do with these insights. A client recently commented that the more data they have, the more uncertain they feel about what to do. What a paradox!
So, what are CX leaders thinking to better prepare for 2025?
Here's my opinion:
- Unlock the value of data for internal and external customers
- Prioritize AI in areas under your control
- Preparing for regulatory uncertainty around the world
Unlock the value of data for internal and external customers
The global data volume is growing exponentially, in a phenomenon called the "dataverse." According to theStatesmanthe total amount of data created, captured, copied and consumed globally will reach over 394 zettabytes by 2028.
There are countless new data sources being collected worldwide from various IoT devices. Marketing professionals are literally drowning in data, and the big question is how to make these new data sources work together to create a holistic and 360-degree view. I propose that data be thought of as the currency for the company's relationships.The trend of becoming more "client-centric" means that we need to break down data silos and create a 360-degree view of each person.
This is true for both those in a B2B business model and those operating in the B2C space, allowing you to surround contact records with enriched data from external partners.
Breaking down silos is like trying to boil the ocean – a huge task. But we already know the secret: data is valuable. Everyone, from sales, finance, operations, to customer service, these areas are always seeking insights and asking for help to activate customer experiences.
To achieve success in complex marketing and customer experience initiatives, it is essential to adopt structured and well-planned approaches such as:
- Simplify internal processes:Create admission systems that allow internal stakeholders to leverage their team's resources. Structure the approach into some "pieces" (for example, "Engage with our content," "Engage with our event," "Engage with our solutions"). Develop models and project plans to facilitate execution.
- Diversification of use cases:Build a diversified portfolio of use cases and organize them within an effort matrix mapped against value (in consulting, this tool is called the "Effort-Impact Matrix"). This will help identify tasks and facilitate the order of execution. This approach helps manage expectations and balance the demands of stakeholders. Consider hiring a consulting firm to navigate sensitive areas.
- Application of design thinking:Use design thinking to create a repeatable and scalable way to build customer journeys and engage stakeholders. This method promotes collaboration and minimizes resistance. In the long run, it saves time because everyone will feel heard during the creative process.
- Documenting tasks before digitizingDocumenting before digitizing is crucial for creators to understand data flows and the customer journey before development begins. Even in agile processes, careful planning and documentation yield long-term dividends.
By adopting these strategies, companies can create more robust and integrated processes, providing a superior customer experience and optimizing organizational performance.
Prioritize AI in areas under your control
To create engaging customer experiences across multiple channels, it is essential to focus on the use of AI and emerging technologies, such as conversational commerce. LLMs (Long-Term Language Models) and RAGs (Automated Response Generators) are emerging with "Low Code" interfaces, making the implementation of these innovative solutions easier.
These resources enable CX professionals to create stunning interactions on platforms such as WhatsApp, chatbots, web, apps, and emails. Furthermore, omnichannel experiences can be managed centrally and distributed across all channels, ensuring a cohesive and integrated approach.
I recommend that CX professionals go back to the basics and focus on what they can control. This includes segmenting and analyzing customers in depth, collecting data about them, and using third-party tools to enrich this knowledge. Centralizing this data in a repository with clear standards for data entry is crucial to becoming the single source of data for each customer relationship.
Simplify omnichannel communications using platforms that allow creation and publishing in a single step. To accelerate the content supply chain, use platforms that optimize this process, especially considering trends in hyper-personalization. AI tools, such as Adobe Firefly, can help generate initial content and then produce variations for different channels, integrating these tools with a suitable digital asset manager to avoid the use of shared servers.
Combine your hyper-personalization efforts with the readiness of your data. To ensure effectiveness, select use cases based on the impact they can have on the business and the quality of data preparation. This continuous integration of technology, data, and content strategies will ensure the efficient use of resources and maximize ROI without overinvesting in underutilized data.
Preparing for regulatory uncertainty around the world
THEUS Department of JusticeIt is pressuring Google to sell Chrome and break up the Android business, proposing the sale of the Chrome browser as part of a reform to end the monopoly in search. At the same time, Microsoft faces antitrust lawsuits and is being investigated for abusing its market power in productivity software. If regulatory pressures are not enough to change Google's search business management, the massive migration of users to SearchGPT demonstrates that the nature of paid search is changing.
European regulators are also actively pursuing cases against Google, Apple and Meta, with the “Digital Markets Actimposing more restrictions on gatekeepers and demanding greater transparency. Even for local companies, what happens globally will affect contracts with platforms.
Even being a local company, what happens in the world can impact your contracts with the platforms you use. Therefore, it is essential to pay attention to global trends, think broadly, and act locally.
Have control over your data:The best way to prepare for regulatory uncertainty is to own your customer data and store it on platforms that you trust and pay for.
Innovate in business models:Uncertainty is not limited to the regulatory environment. Many companies can explore new ways to generate revenue using their customers' data. Innovating in business models is not exclusive to large corporations. Bet on creative monetization approaches. For example, Starbucks has effectively become an unregulated bank, accumulating $1.8 billion in unused cash deposits. The Panera coffee subscription and Red Bull's paid influencer program are examples of smaller-scale innovations.
Expand the boundaries of your industry:Evaluate partnerships or platforms that enable the adoption of new business models. The borders between manufacturers, media companies, and financial institutions are increasingly blurred, creating opportunities for even small businesses to innovate.
In a scenario of constant global changes and uncertainties, it is essential for companies, regardless of size, to be proactive. Controlling your own data, innovating in business models, and exploring strategic partnerships are essential steps for companies to stay competitive and resilient.
The democratization of innovation
A bonus trend, which may be the biggest trend for 2025, is the democratization of innovation.All advances in data, software platforms, and business models are now accessible to companies of all sizes to enable today's visionaries to create the customer experiences of tomorrow.
Innovation is not exclusive to large technology companies; small businesses can and should innovate too. To do so, it is necessary to think globally and act locally. The lines between different sectors are becoming increasingly blurred. Consider partnerships or platforms that enable the adoption of new business models. The borders between manufacturers, media companies, and financial institutions are becoming increasingly blurred, creating opportunities for everyone.
In summary, preparing for global regulatory uncertainty and adapting to new technological trends are essential for any company that wishes to thrive. Maintaining control over customer data, innovating business models, and staying attentive to regulatory changes are crucial steps. Quickly adapting to the new market realities will allow companies to maintain their relevance and competitiveness. Therefore, investing in solutions that ensure data security and continuous innovation is a necessity in the dynamic business landscape.
