The CX Outlook for 2022

The CX Outlook for 2022: An Experience Renaissance

The global pandemic has upended the ways we interact with the world. Digital experiences are now ubiquitous – affecting almost every aspect of our lives, from how we work and play to shop and learn. In fact, according to Forrester, almost 80% of consumers view their world as digital.

Because of this shift from predominantly in-person experiences to digital interactions, an experience renaissance is afoot, driving companies both large and small to approach Customer Experience (CX) solutions in a whole new way. Within the coming year, cohesive microchannel experiences, discoverability, optimization, inclusive design, and sustaining innovation will take precedence. Indeed, 2022 will be no ordinary year. We will experience a renaissance in CX. Brands have a unique opportunity to implement innovative strategies and enhance the ways they interact and engage with customers in this renewed CX frontier.

Discoverability is increasingly trumping brand awareness. In the world of search, today’s savvy consumer can find something even if they didn’t previously know it existed. As more people now than ever are experiencing the world through a screen, brands must make themselves easy to find. Google is processing about 63,000 search queries every second, which translates to 5.6 billion searches each day. These statistics show how important it is for brands to be discoverable.

As such, businesses must be present in ways that are relevant to a consumer’s intentions and moments, across numerous devices and channels. Once your brand has been found, a strong “digital front door” and an optimized, personalized experience will make it stand out from competitors. But without simple discoverability, there can be no leveling up.

Inclusive designs enhance the overall customer experience. Today’s consumers want, and even expect, inclusive behaviors from brands. Consumers have vastly different life experiences, abilities, and needs that impact the way they interact with the world, including digital products. Customers generally want to see themselves reflected in all areas of brand identity, including what language is being communicated, what appears in ad campaigns, and how accessible products are to them.

Inclusive design ensures an app or website is user- friendly to the broadest range of shoppers, allowing everyone to successfully participate. It supports and embraces the full gamut of human diversity. While a site’s accessibility accommodates the various abilities and contexts of its users, inclusive design also includes the different perspectives, including those of people with disabilities, into the design process.

Through our own research, we found that 44% of consumers would choose a company based on its ability to provide accessible experiences and designs to ensure everyone feels included. Customers also value brands that are purpose- driven. A powerful mission statement and vision for the future are essential for businesses, along with a strong stance on social issues, common causes, and ways they are giving back to the local community. This increases brand affinity and allows for stronger customer sentiment, leading them to prioritize companies that practice corporate responsibilities within their local communities.