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5 Customer Experience Trends That Shaped 2018

Liz Alton
December 27, 2018

3 minute read

In 2018, the customer experience was front and center for businesses.

Whether you’re focused on building stronger relationships with existing customers or attracting new prospects, brands are taking their CX strategies, technology, and approaches to the next level.

Here are 5 customer experience trends that shaped the last year.

Cloud technology trend

Cloud technologies powered a better customer experience.

The 2018 IDG Cloud Computing Survey revealed that 73% of organizations have some part of their infrastructure in the cloud. However, the cloud isn’t just about efficient operations; it’s also a cornerstone of delivering personalized experiences. We explored how cloud technology is helping brands drive better personalization and service delivery—and where we can expect trends to head in the coming year.

Check it out in “3 Ways Cloud Technology Improves Customer Experience”.

Augmented reality trend

The new shopper reality is augmented reality.

Augmented reality apps went mainstream in 2018, and retail brands used those apps to help customers try on clothes, imagine furniture in their living rooms, and envision travel destinations. Mindshare and Econsultancy research revealed that 55% of consumers want to be able to point their smartphones at an object and learn more. Brands delivered in 2018, rolling out augmented reality initiatives for everything from increasing buyer confidence to teaching new skills.

Check it out in “3 Ways Augmented Reality Enhances Customer Experiences”.

Research trend

Emerging research led CX pros to question their assumptions.

New research is expanding our understanding of what consumers want from their customer experience—and whether brands are positioned to deliver. We surveyed customer experience professionals to learn more about their opportunities and challenges, and found that 65% understand what their audiences want from a customer experience, yet only 32% have the data they need to deliver those experiences.

Take a deep dive into the research and the key takeaways for brands to plan their strategies in 2019 and beyond in “New Customer Experience Research Will Make You Question Everything”.

Field service trend

CX technologies helped reimagine field service.

Field service often gets a bad rap for long waits and unclear arrival times. 2018 saw a more widescale adoption of technologies that could improve the customer experience. Whether brands used tracking technology to improve communication between field techs and customers, or real-time augmented reality tools for faster repairs, brands started stepping up their game.

Learn more about how customer experience trends are redefining the field service experience in “4 Field Service Innovations Changing the Customer Experience”.

Robot trend

Robots stepped into the retail and customer experience spotlight.

Robots are changing the customer experience—and that’s happening today, not just in a futuristic film. At 2018’s Modern Customer Experience conference, the SmarterCX team explored how brands are using robots for everything from picking grocery orders to offering additional in-store security.

Check it out in “How Robots Are Changing Retail”.

As the customer experience became more sophisticated, brands uncovered research, technology, and strategies to help make their visions a reality in 2018. 2019 promises to build on these customer experience trends and drive deeper innovation in each of these critical areas.

Liz Alton
Liz Alton
Liz Alton is a writer and content strategist specializing in B2B technology, digital marketing, and the customer experience. Her clients include creative agencies, Fortune 500 brands, and venture-backed startups. by Oracle is the destination for professionals who are building the next generation of customer experience. Here, you can find breaking news, in-depth analyses, expert insights, and useful tools that will empower you to think and work progressively.