2024 Digital Customer Experience Trends
2024 Digital Customer Experience Trends
2024 Digital Customer Experience Trends
2024
Digital Customer
Experience Trends
Table of 03 What’s next in CX? 16 Social
04 Artificial intelligence (AI) 18 Digital trust
contents 06 Personalization 20 Digital accessibility
08 Immersive experiences 22 Mobile
10 Customer centricity 24 About Contentsquare
8. Digital trust
Plus, find out how our digital experience
analytics platform is already putting these
9. Digital accessibility
future trends into practice to help brands
increase customer happiness and drive
10. Mobile
growth.
With the rise of Chat GPT and large language models (LLMs), AI has
quickly become embedded into the digital experience. And clearly, digital
professionals don’t foresee this trend slowing down anytime soon!
Gary Roth,
VP of Business Value Services,
Contentsquare and ex-CEO at Upstride
Personalization 2. Data-driven
3. Customer journey
4. Privacy and security
Providing customers with relevant experiences tailored to their needs
and wants is kind of a no-brainer. And brands such as Netflix, Spotify
and Amazon have set the bar so high customers now expect intuitive,
personalized experiences wherever they go.
8.5%.
2024 Digital Customer Experience Trends Personalization 7
03 Top trends in
Immersive experiences immersive experiences
1. Augmented reality (AR)
2. Virtual reality (VR)
Advances in immersive technology such as augmented reality (AR), virtual reality (VR)
and 3D content are helping bridge the gap between physical and digital experiences.
3. The metaverse
These technologies are already prevalent across many industries, particularly in retail
and eCommerce, where they’re helping bring in-store experiences (such as trying on
clothes and testing out furniture and makeup) into the digital space.
+23%
year-over-year increase! Source: Statista
Jasmine Baker,
Consumer Insights Associate,
Spanx
04
customer centricity
1. Human-centric approach
2. Customer loyalty and retention
$84 billion
in revenue in 2024. Source: Statista
“Long gone are the days where you're just Relying on data to guide decision-making rather than opinion
trying to figure out what happened on a page. and intuition has helped New Balance build trust and take a
It's now all about user pathways (which can customer-first approach.
jump from one experience to another across
different devices), mapping out the full digital Using Contentsquare's side-by-side Zoning Analysis, the
New Balance team knows how experiments impact
experience and connecting it with your offline
engagement and conversion metrics. They can draw key
experiences. We can talk about AI and many
learnings from experiments while staying grounded in real
other tools, but you have to get the basics insights to share with the rest of the team.
right. Do you have the right data quality to
have all the right processes in place? And do
Discover how a simple experiment helped New Balance
you have a culture of experimentation to fuel improve conversion rates by 6.8%. →
the innovation on the right experiences for your
customers?"
Ayuna Tckachenko,
VP of Digital Analytics and Experimentation
American Express
In 2024, it’s all about creating one unified experience. And that means
brands must take action now to support future front-end innovations.
“If in the future we want our customers to The team at LOOKFANTASTIC combined physical and
be able to say ‘Alexa, I'm looking to go on a digital experiences to great effect when they took beauty
camping trip with my wife, where we can have influencers on a trip to the Coachella Valley Arts and Music
an open fire’, we need to start layering more Festival in California—and brought the whole experience
information into the back-end, while making to life for thousands of customers via their social media
it as human as possible. Businesses that get channels.
What’s more, brands can use social channels to ask for and publish user-
generated content that acts as a highly credible brand testimonial and
helps customers feel part of a brand community.
“The future of CX is social commerce. But Beauty brand Cosnova tested whether integrating user-
I don't mean seeing something great on generated content into its product detail pages (PDPs) would
Instagram and clicking the link to buy it. It’ll positively affect customer loyalty and conversions.
be more about bringing your friends into
purchase decisions and planning things in They added a widget that automatically loads images when
customers add certain hashtags to their Instagram posts.
groups. Our customers travel together, so we’re
looking at how we can bring them together in
The result? Products with the social native widget on the page
a space where they can talk and connect. And had a +30% higher conversion rate than products where the
also, how we can actually engage with that widget was not displayed.
group from a brand perspective, either through
a digital experience or with a live human
being.”
Kellay Buckelew,
VP of Digital Experience,
Norwegian Cruise Line
Building trust with customers and finding direct ways to capture customer
data is the key to creating meaningful and unique experiences that tailor
to the unique needs of the individual.
With 16% of the world's population (that’s one in six of us) experiencing
a significant disability, companies must ensure they provide inclusive
experiences that allow everyone access to the same information and
services. In 2024, this means embedding accessibility into business culture
and existing processes.
“It’s all about building it into your existing processes. It can’t just be an Digital accessibility isn’t only your development team’s
add-on; it has to be part of what everybody does. responsibility. Everyone in the product design, marketing, and
customer-facing teams has a part to play.
From building your products all the way through to your design,
For example, members of Microsoft’s digital team are
content, research and user testing. That’s how you ensure that
constantly asking themselves: “How can I help to make the
everything stays accessible.
digital experience more accessible?” This leads to a sharing of
responsibilities, such as digital content creators adding image
It takes a long time, so I’d suggest working out key points in your descriptions and alt text to content, rather than relying on the
existing processes and then embedding it into them. development team to do this for them.
Try not to create a new process—people don't want that. An example Get more tips in the
of this is marking up design specifications. Design specs are already Digital Accessibility Handbook →
created with a ton of information in them that a developer needs. Just
add a new section in there for accessibility information, and mark up
the designs with the info you want to relay like focus order, heading
levels, alt text and accessibility labels.“
Heather Hepburn,
Accessibility Lead,
Skyscanner
Brands that understand their user behavior and continually optimize and
provide frictionless mobile experiences will stay ahead of the curve in 2024.
Akila Chintamani,
Digital Journey Optimization Manager, And using a platform like Contentsquare brings the power of digital
Commonwealth Bank of Australia experience analytics (DXA) to the mobile app user experience, turning
app data from a black box to a treasure chest. Our mobile app
analytics solution enables you to:
Understanding mobile app behavior • Understand your users’ behaviors and feelings
• Fix issues and errors fast
“We've been saying mobile-first for quite some time now, but it’s • Prioritize actions based on business impact
important to understand what your app is actually used for and why
your customers are using your mobile app versus desktop, especially Learn more about app analytics →
in a hybrid world. And then you should build for that in mind because it
might not be a one-size-fits-all solution and your customers might be
using your app for different aspects.”
Alexandra London,
Head of Digital,
Zoom
32%
Senior leaders
68%
Managers and
15
Industries
practitioners