2020 PREDICTIONS
Feefo’s 2020 CX predictions The way people shop is changing, and as experts in reviews and customer experience (CX), we see plenty more transformation on the horizon for 2020 and beyond. Some of our experts and customers shared with us the CX trends they predict will emerge this year.
Businesses will lead by example when it comes to sustainability Sustainability has evolved far beyond just ‘going green’. It encompasses everything from environmental issues to business operations and economic matters, and customers are expecting the businesses they deal with to align with their own personal values.
“I don’t think retailers have any choice but to respond to this, because consumer opinion can make or break a brand. I personally believe retailers making climate change alleviation a key part of their business strategy will win greater loyalty of consumers as long as the products or services aren’t compromised.” Matt West, CEO at Feefo
“Sustainability will move right into the core of many businesses... By engaging with customers, companies will understand their thinking on this and what they are ready to pay for.” Rob McFarlane, Director of Sales and Business Development at Donald Russell
“Transparency will become more of a watchword for retailers, as they use customer feedback to gauge where they are getting it right or wrong. The UK supermarket chain Iceland used feedback from thousands of customers to change to bagless deliveries. This matched the environmental sensitivities of a large proportion of the customer base which were revealed through profiling of the company’s performance.” Neil McIlroy, Head of Product Innovations at Feefo
Real people. Real reviews. Real insight.
2020 PREDICTIONS
Smarter decisions will be made by those investing in insight tools We’ve heard a lot about big data over the past few years, but capturing data alone isn’t enough. Our experts predict that 2020 will see businesses who harness data-driven insight making better informed decisions and enhancing their customer experiences. “Customer insight is where companies that are truly concerned about maintaining their competitive edge will invest. Businesses are increasingly aware they need to know more about customers and the journeys they take, whether in retail, travel or the automotive industry. We can expect to see greater investment in advanced review system technology that gives voice to real consumers about their respective journeys and enables businesses to analyse where they are getting it right and where they need to improve.” Matt West, CEO at Feefo
“Feedback is essential to improving the customer experience and learning where people are on the journey... Retailers must think through what they want from customers and their content. Brands setting out to improve customer experience over the next 12 months will need to ask the right questions so they get actionable insights that drive growth and move forward with customer loyalty.” Rob McFarlane, Director of Sales and Business Development at Donald Russell
“Customer experience management technology is certainly going to gain ground. The battlespace between brands will go beyond price and quality to encompass the overall experience. Gaining an understanding of consumers and acting on insights derived from feedback and behavioural data analysis will increasingly underpin this throughout 2020. Brands will use customer insight platforms to accumulate much greater and far more relevant knowledge of consumer behaviour. It’s the kind of insight that gives them the confidence to make changes that deliver results.” Neil McIlroy, Head of Product Innovations at Feefo
Real people. Real reviews. Real insight.
2020 PREDICTIONS
Businesses will see the benefits of blending customer service and AI Advances in tech have seen AI become a real buzzword in recent years, but will 2020 be the year that businesses rediscover the importance of customer interaction? Our experts think so.
“Despite digital technology paving the way for the future, face-to-face customer service cannot be underestimated. A knowledgeable service is essential in forming those all-important customer relationships and a satisfied customer base. Installers and merchants form relationships based on trust and reliability.” Liam Gibson, Head of Marketing at Plumbase
“Customers still want personalisation, but they also want super-convenience, so the industry must strike the right balance between quick-click digital simplicity across all channels, and human help, such as call centres. The challenge is to create a digital experience that stands out.” Ronan Gay, Head of Digital at Wexas Travel
“We’ve reached a more realistic stage in AI now and I have no doubt we will see the technology used by all types and sizes of business to analyse customer feedback and gain a better understanding of the customer experience. AI enables marketing departments to extract what they need at speed and in a way they could never have achieved before. We’ll also see it further enhanced to give consumers rapid and precise access to the facts and opinions they want from real customers.” Matt West, CEO at Feefo
Real people. Real reviews. Real insight.
2020 PREDICTIONS
Higher customer expectations will be the biggest challenge When it comes to customer loyalty, price and product are not the deciding factor, it’s all about the experience your customers receive. 2020 will see these expectations continue to rise, and the challenge will be to stay one step ahead. “Adapting to the ever-growing changes in consumer expectations rapidly enough will be the biggest challenge. That will be tough for companies with under-pressure profit margins, legacy systems and operational methodologies no longer able to support growth as maybe they have done historically. A business can feel caught in a perpetual cycle of not reinvesting due to not making as much money as previously or losing market share. Yet without investing, businesses won’t be able to grow or adapt to the market demands. It could be tough if you don’t overcome these challenges.” Matt West, CEO at Feefo
“With the growth of ecommerce, next-day delivery is a growing consumer expectation retailers are under pressure to meet. It’s why we have increased stock with major manufacturers, so our branches hold the spares needed by engineers to complete their jobs quickly. We also have a 24-hour spares order line that promises next-day delivery, including pre-7am in selected branches.” Liam Gibson, Head of Marketing at Plumbase
Customer experience will continue to be the number one differentiator for retailers “Customer experience will continue to be the number one priority, with an increase in recruitment for roles in this space. It shows how much of a differentiator this can be for a retailer. More investment in technology can help a retailer understand the consumer, listening to what they say, gaining that insight and actually committing to turning that insight into action in a timeframe that affects positive change.” Matt West, CEO at Feefo
To find out how Feefo can become an integral part of your CX strategy in 2020 and beyond, get in touch with a member of our team!
Call us: UK: 020 3362 4209 / US: +185 7217 4130 / AUS: +617 5406 1249 Email: Sales@feefo.com www.feefo.com