Industry experts have made a number of predictions on the trends that look likely to change customer experience in 2015, particularly in the areas of e-commerce and multichannel marketing. Here are some of the predicted trends:
- Device proliferation is a challenge - Consumers use a variety of connected devices and the number and type of devices they use it set to increase. This is a huge challenge to be able to create and implement a strategy to engage customers across all of these devices.
- Virtual Reality - This will start to take customer experience to the next level in 2015. Major companies such as Facebook are moving into this area. Consumers may soon be able to test some products from their homes.
- Mobile conversions to be improved - Data shows that consumers are using mobile devices to search for products and services to buy but still do the actual online purchasing on PCs. Companies will focus on delivering better and more relevant information to mobile devices to increase sales on these devices.
- Issue of the informed purchase journey - The average shopper uses 10.4 sources of information to make a purchase decision. Retailers will improve their ability to understand this customer journey so that they can improve information provided to their buyers.
- Three levels of trust - Organizations will turn to a combination of data management and big data analytics to better build trust with customers. This will greatly improve their ability to acquire, retain and grow their share of the customer's spending by providing more personalized marketing designed to build three levels of trust: Social Trust, Product Trust and Brand Trust.
- Customer data - Although this has been trending for awhile, 2015 could be the year where data is handled better by access to more smart, intuitive solutions that will become available to smaller and medium-sized businesses. Strategies may become truly data-driven without the need for a team of data scientists.
