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OpenText

What’s on your CX agenda for 2020?

960 640 Stuart O'Brien

From hyper-personalisation to voice search, Nali Giliana, Vice President of Digital Experience at OpenText, shares his customer experience predictions for 2020…

Hyper-personalisation driven by data democratisation

2020 will be the year of hyper-personalisation across the consumer journey. The implementation of data democratisation strategies will be one of the main focal points for marketers in 2020. This will see brands leveraging predictive analytics, utilising data from throughout the business – across departments, partners, suppliers and customers – to build marketing strategies which will allow for contextual and hyper-personalised experiences relevant to the target audience. Leading brands will also push beyond the customer experience, and look into delivering individualised products, services and pricing.

Rise of multi-sensory brand experiences

The ways in which customers will engage with brands will transcend the usual digital and physical touchpoints. In 2020, we can expect to see the user experience undergo a significant shift in how customers perceive the digital world and engage with brands. Key technologies such as augmented reality (AR), virtual reality (VR) and mixed reality (MR) will shift the horizon of experience design by combining perception and interaction models to help create a multisensory approach to brand experiences. As a result, customers will look beyond products and will be loyal to brands that can deliver consistent experiences across all the sensory touchpoints.

Voice search will become a key component of the customer experience

In 2020, the majority of customer interactions will be made by AI. Data generated from these interactions will help marketers a great deal in creating more authentic digital communication experiences beyond traditional digital channels. Voice search, in particular, will see significant uptake next year due to its simplicity, and with the adoption of AI-supported intelligent assistants like Google Assistant and Amazon Alexa slated to expand, brands will face added pressure to change the design of their customer experience to include voice search.

Transparency and privacy concerns gain steam

While demand for hyper-personalised customer experiences is increasing brands’ dependency on data, consumer concern about the control of their personal information is also increasing. This dynamic is making organisations more aware of the importance of securing and managing personal data, and governments are implementing strict legislation to ensure organisations do so.

In 2020 enterprises will be called to place greater emphasis on transparency and traceability to support digital ethics and privacy needs through the implementation of practices designed to address regulatory requirements, preserve an ethical approach to the use of advanced technologies, and repair the growing lack of trust in companies.

OpenText launches Core Experience Insights

960 640 Stuart O'Brien

OpenText has launched Core Experience Insights, a SaaS application that provides marketing leaders full visibility over their customer’s journey – from website interactions to email engagement, social media content and call center performance.

Core Experience Insights is a SaaS application built on OpenText OT2, which tracks data from diverse sources, providing current and historical visualisations across channels throughout the customer lifecycle.

It can also integrate data from other systems such as customer communication management, web content management and call center management. With the Voice of Customer application, OpenText Explore, it can also provide a 360-degree view that includes sentiment analysis of customer feedback collected across all channels.

Core Experience Insights uses AI and analytics to reveal campaigns and content that are working best, elevating performance issues early to allow for calibration and correction. Marketers can intelligently optimise customer journeys to improve customer experience and revenue generation.

“Modern, insight-driven marketing requires visibility into campaign performance across the customer journey. Customer behavior and satisfaction is driven by a complex set of interactions, so smart marketing decisions require truly omni-channel insights,” said Patricia Nagle, Chief Marketing Officer, OpenText. “We built Core Experience Insights to give market leaders visibility into their customers’ experiences from the first click to the final purchase decision.”

“OpenText developed Core Experience Insights to help marketing leaders capture customer interaction data from siloed sources across all touchpoints,” said Muhi Majzoub, OpenText EVP and Chief Product Officer. “With powerful data analysis and customer journey mapping at their fingertips, marketers can strategically tailor customer journey interactions to gain an information advantage.”

OpenText Core Experience Insights is available immediately.