This is not a list of trends that includes the Metaverse, Blockchain, Crypto and other Big Tech buzz terms. We wanted to gather our thoughts on how 2022 will likely shape everyday businesses and empower them to work better with their customers and employees.
This is the second part of our tech predictions and is very helpful to Marketers and Customer Experience professionals. You can also read the first part of our list which is focused on Business Operations, and the final part that explores Business Strategy trends.
A global survey by McKinsey found that COVID-19 has accelerated the digitisation of interactions by several years. Also, generations no longer play a key role in technology adoption and digital activities. The pandemic forced people of all ages to digitise many of their actions, such as attending a meeting, grocery shopping or taking an exercise class. Therefore customers are now more accustomed to digital experiences, expecting even better ones in 2022 and beyond.
Businesses will continue to provide personalised experiences to their customers but will become more sensitive to the customer's situation. Due to hyper-personalisation and technologies like geotracking and device listening, people often feel violated and irritated. In 2022, businesses will prioritise human-first experiences that are more anticipatory rather than responsive, more human and empathetic and feel less invasive.
With customers being more protective of their data and privacy, and strict government regulations around data, businesses need to change how they collect and use customer information. Digital solutions such as websites, portals or digital services should be designed with user privacy at their centre. This requires embedding privacy into the design, transparency and visibility, end-to-end security, privacy as the default setting, and user-centricity instead of business-centricity.
The lines between our digital activities and real life have begun to blur. And, this is the main reason why an omnichannel strategy is so crucial in 2022 and beyond. Customers should access, use and purchase your products and services across several channels and devices, from mobile apps, web browsers, social media to text messages, Smart TVs and virtual assistants etc.
In 2022, SMEs with limited resources should choose the channels, devices and platforms they want to use to offer their products and services and create a seamless, consistent, omnichannel experience to increase sales and customer loyalty.
Self-service customer portals provide customers with more power, choice, autonomy and convenience and improve their digital experience with the business. Using self-service portals, customers can access, use or purchase your digital products and services, consume content and find solutions to their challenges.
An excellent digital self-service can decrease the number of support calls and boost customer engagement with your brand, resulting in long-term ROI, customer satisfaction and reduced support costs.
In 2022 businesses should enable their marketing and sales teams to digitise their pitch material. Bringing their presentations and credentials online and making them interactive will help them win more customers and make the team more efficient. Pitch presentations can be turned into landing pages where prospects can interact with content, watch videos, and complete Calls To Action (CTAs). At the same time, your team can gain valuable usage and engagement analytics to understand what works and what doesn't.
There isn't a simple "one size fits all" for digital or hybrid experiences, and businesses need to commit to accessibility standards. Making their websites, portals, digital products and services accessible to people with disabilities is essential for brands to be more inclusive, reach a broader market, be compliant with the law and offer a better experience for everyone.