In 2022, brands will turn to their customer experience (CX) teams for assistance in transitioning to a new normal and managing customer expectations and emotions in the face of looming and persistent product shortages.
This does not imply that the duty of CX teams will expand across the board. Instead, businesses and their customer experience teams will focus their efforts on critical areas to have the most significant impact, such as accessibility and privacy.
According to the latest Forrester Report prepared with VMLY&R, customer experience will power the “grand pivot”: CX specialists continue to supply the superpower that inoculates firms against some of the pandemic’s harsher symptoms as customer churn and fragmented ecosystems, nearly two years later. While exhaustion and frustration may indicate that we are nearing the epidemic’s end, increased caseloads and new mutations suggest that the pandemic is far from over.
Companies will make the grand pivot from reactionary to revolutionary in 2022, building long-term solutions that right-size their CX projects and investments and harnessing the increasingly chronic disruption as a catalyst to innovate and reinforce experiences that please consumers and empower staff. Instead of focusing solely on growing their teams and gaining influence through land grabs, CX teams will sharpen their emphasis in the new year to have a specific impact in areas such as accessibility and privacy.
What to expect in 2022
Unless they compensate with CX, brands will lose 50% of revenue on back ordered items
Before the epidemic, around a third of North American and European shoppers stated they would look to buy a product online if it was out of stock in their preferred store. Product availability is one of the most common reasons that US consumers purchase from a merchant other than the one they originally intended, according to Forrester’s statistics as of 2021. Unresolved product shortages can also cause dissatisfaction, disappointment, and frustration (the feelings that have the most significant negative impact on consumer loyalty).
Customers will demand more than half of the services provided during the epidemic to become the new normal
Companies and institutions have begun to resume several pre-pandemic ways of doing business, such as terminating senior shopping hours, reinstating hoops for travelers to jump through to change flights, and moving away from virtual options when pandemic restrictions lift. This is a mistake because consumers have become accustomed to many services and will continue to demand them (e.g., curbside pickup, remote meeting options, and expanded digital payment).
One-fifth of retail and consumer products companies will abandon their “better CX at all costs” strategy
Historically, customer demands have only grown in one direction: up. Firms have pushed to catch up, regardless of the cost to employees, but 2022 will mark a turning point in this trend. Why? The pandemic brought the human cost of convenience into sharp view, especially the dismal working conditions of employees and contractors worldwide.
Companies will redirect a total of $10 billion in design investment to vendors and services that are committed to accessibility
As more companies prioritize accessibility, technology vendors and services firms will need to beef up their accessibility expertise or risk losing out on $10 billion in investment in the United States and Canada alone. Why? When it comes to acquiring technologies and services, a commitment to accessibility involves requiring it.
The design of privacy journeys will become a top CX focus
In 2022, data deprecation will compel organizations to obtain more data directly from customers to provide personalized experiences, necessitating the creation of privacy or consent pathways tailored to the customer. While privacy is considered a competitive differentiator by 37 percent of worldwide security decision-makers, one-quarter to one-third of US and European customers utilize privacy and security technologies to prevent companies from tracking their online activities.