Dive Brief:
- Change is in the air. Nearly 9 in 10 CX leaders believe customer experience will be completely transformed over the coming three years as AI matures, according to a survey of more than 1,300 CX leaders released Tuesday by Zendesk.
- Turbulence is expected, with 77% of leaders saying traditional CX will give way to radically different industry dynamics. More than 4 in 5 leaders believe changes will be for the better.
- CX executives will take on an elevated role with a greater emphasis on strategy in the coming years, according to Zendesk. This will include developing a deeper understanding of the data that is fueling the customer experience evolution.
Dive Insight:
The emphasis of AI-driven CX calls for cross-departmental cooperation, particularly with IT teams. CX leaders are well positioned to unify the enterprise under the goal of improving customer outcomes.
Better data analysis will help CX executives break down silos across the business, according to Pete Jacques, principal analyst at Forrester. Some metrics will represent common goals across the business.
For example, executives can link common CX metrics, like NPS, to business goals that directly impact the bottom line, like customer lifetime value. This can help them explain how customer experience investments benefit the entire business.
“CX leaders should also be working to understand what specifically happened in experiences that drive those positive intentions and attitudes,” Jacques told CX Dive in an email. “The more specific metrics are often the operational metrics other business leaders are using to track the performance of their units.”
