Looking ahead to 2022, Customer Experience (CX) will increasingly take center stage in corporate culture. Customer experience, and customer service, became fundamental issues in recent years, when face-to-face contact was largely lost and the idea of ​​providing quality service online became a necessity.

The term Customer Experience took on great importance. In times of planning for next year, companies are giving it more importance. “A good experience, close and differentiated, always has a positive impact on customer opinion and operates in different dimensions, rational and emotional,” said Laura Fabro, CMO of Kenwin.

Today's customers make decisions that directly impact business results: they are informed, empowered, they have options and it is the service experience that can make the difference. In fact, the voice of the customer is perceived as the trend that will have the most impact in the near future of CX with 61% according to the study “Customer Experience Trends LATAM 2021”.

Company owners have their sights set on building a human-centered design, based on the experience economy. However, there are other important trends to watch for this segment. The study reveals that, in addition to the voice of the customer, these issues must be considered to achieve a high level of CX:

Analytics: 57%
Culture and experience programs: 57%
Human-centered design: 56%
Digital transformation 55%
Experience mapping: 55%
Artificial intelligence/Chatbots: 49%
UX: 45%
Experience economy: 44%
Channel integration: 43%
Loyalty and retention programs: 40%
CRM: 40%
Personalization: 38%
Development of a value proposition: 35%
Marketing digital: 33%
Self-service: 27%
Ecommerce: 26%
Elearning: 22%

Focusing on CX implies a work culture, a way of doing things transversally in the company. The first step is to define the strategy, which must be accompanied by the analysis of the impact on the business and its results. Then, involve all areas in this strategy and develop plans so that each team converges on a common goal. All this is materialized in quantified financial and non-financial objectives. Finally, the most important thing is to generate the mechanisms to “sustain the CX culture” in the organization.