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. It is necessary to consider a series of factors: uncertainties, new regulatory frameworks, changes in customer demographic data, acceleration of innovation, increasing volumes of data, 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 have interpersonal skills to ensure that all interested parties in the company are aligned with the customer experience goals and strategies. Inside the 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, more uncertain they feel about what to do. What a paradox
So, what CX leaders are 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 volume of data is growing exponentially, a phenomenon called "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 around the world, coming 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 business relationships.The trend of becoming more "client-centric" means that we need to break down data silos and create a 360 view of each person.
This is valid for both those in a B2B business model and for those operating in the B2C space, allowing to surround contact records with enriched data from external partners
Breaking silos is like trying to boil the ocean – a gigantic task. But we already know the secret: data is valuable. All, from sales, finances, operations, up 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 in some "pieces" (for example, "Get involved with our content", "Get involved with our event", "Get involved 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 a matrix of efforts mapped against value (in consulting, this tool is called "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 term, 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 the development begins. Even in agile processes, careful planning and documentation yield long-term dividends
When adopting these strategies, companies can create more robust and integrated processes, providing a superior experience to customers and optimizing organizational performance
Prioritize AI in areas under your control
To create engaging customer experiences across various channels, it is essential to focus on the use of AI and emerging technologies, how conversational commerce. LLMs (Long-Term Language Models) and RAGs (Automated Response Generators) are emerging with "Low Code" interfaces, facilitating the implementation of these innovative solutions
These resources allow CX professionals to create stunning interactions on platforms like WhatsApp, chatbots, web, applications 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 basics and focus on what they can control. This includes segmenting and analyzing customers deeply, collect data about them and use third-party tools to enhance this knowledge. Centralizing this data in a repository with clear standards for information entry is crucial to becoming the single source of data for each customer relationship
Simplify omnichannel communications using platforms that allow for the creation and publication all at once. To accelerate the content supply chain, utilize platforms that optimize this process, especially considering the trends in hyper-personalization. AI tools, like Adobe Firefly, they can help generate initial content and then produce variations for different channels, integrating these tools with an appropriate digital asset manager avoiding 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 between technology, data and content strategies, will ensure the efficient use of resources and maximize ROI without overspending on underutilized data.
Preparing for regulatory uncertainty around the world
THEUS Department of Justiceis 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 searches. Simultaneously, Microsoft is facing antitrust lawsuits, being investigated for abusing market power in productivity software. If regulatory pressures are not sufficient to change the management of Google's search business, the massive migration of users to SearchGPT demonstrates that the nature of paid search is changing
European regulators are also actively monitoring cases against Google, Apple and Meta, with the "Digital Markets Actimposing more restrictions on gatekeepers and requiring more 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. That's why, 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 uncertainties is to have your customers' data and store it on reliable platforms for which you pay
Innovate in business models:The 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 transformed, in practice, in an unregulated bank, accumulating US$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 becoming increasingly diffuse, creating opportunities for even small businesses to innovate
In a scenario of constant global changes and uncertainties, it is essential that companies, regardless of size, be proactive. Control your own data, innovating in business models and exploring strategic partnerships are essential steps for companies to remain competitive and resilient
The democratization of innovation
A bonus trend, that perhaps the biggest trend for 2025 is the democratization of innovation.All advancements in data, software platforms and business models are now accessible to companies of all sizes to enable today's visionaries to create tomorrow's customer experiences
Innovation is not exclusive to large technology companies; small businesses can and should innovate, for this 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 fluid, creating opportunities for everyone
In summary, preparation for global regulatory uncertainty and adaptation to new technological trends are essential for any company that wants to thrive. Maintain control over customer data, innovating in business models and being 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
