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市場調查報告書
商品編碼
1424190
客戶經驗(CX) 十大成長機會：2024 年Top 10 Growth Opportunities in Customer Experience (CX), 2024 |
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經驗和人工智慧將推動 2024 年的 CX 投資
客戶經驗產業從 COVID-19 疫情中受益匪淺，數百萬座席因此轉向在家工作(WAH) 模式，並加速了雲端客服中心即服務(CCaaS) 的採用。雖然 2021 年和 2022 年投資激增，但 2023 年全球經濟和政治不穩定導致 CX 投資採取更保守和集中的方式。
由於 IT 決策者和客戶聯絡負責人努力確定預算、採購的優先順序並說服高階主管將 CX 與企業目標保持一致，該行業正處於混亂狀態。在這個不確定的時期，由於害怕失敗，組織的敏捷性不如以前。當企業面臨這些挑戰時，2024年他們將重點放在哪些方面來改善客戶經驗？
在 Frost & Sullivan 於 2023 年 3 月發布的 2023 年客服中心IT 決策者調查中，三分之二的受訪者表示他們希望提高員工敬業度、提高品牌股權和實現業務流程自動化。很明顯，這是一個優先事項。總體而言，對 EX 的關注將加強 CX，而人工智慧在數位轉型中的使用預計將在 2024 年之前保持在支出的前沿，對營收和利潤產生積極影響。
雖然人工智慧多年來一直有效地融入客服中心，但生成式人工智慧在過去一年中主導了技術媒體和對話。如今的解決方案提供者正在謹慎地接受它的某些方面。
特工們仍然害怕機器人。在我們的調查中，90% 的受訪者表示語音通話數量增加或保持不變，84% 的受訪者表示 AHT 增加或保持不變。現場客服人員，無論是語音或聊天，都不會減少，但會提高處理複雜查詢和培養品牌忠誠度的技能。
呼叫偏轉是限制成本上升的關鍵策略，企業擴大採用智慧自助服務選項。這與自助服務成為許多最終客戶選擇的管道非常吻合。但要透過自助服務管道顯著節省成本，您需要提供卓越的客戶體驗。
客服中心擴大使用視訊。金融、製造和醫療保健等行業受益於「面對面」互動，可以透過視覺方式共用和解決問題。當語音通話有不同的口音、聽力損失或難以理解的情緒時，視訊還可以讓您更容易理解。
附註：我們的預測是基於我們的年度客服中心領導者調查、客戶委員會、與 Frost & Sullivan 客戶聯絡 MindXchanges 的會議，以及與世界各地的解決方案提供者和 CX 外包商的持續討論結果。
目錄
2024 年的主要成長機會
- 戰略衝動
- 十大成長機會
- 成長機會一：顧客期望的新演變
- 成長機會 2：員工敬業度提升顧客忠誠度
- 成長機會 3：引領未來勞動力
- 成長機會 4：不斷發展的客服中心生態系統中的領導地位
- 成長機會 5：部署新一代人工智慧以放大 RPA 和虛擬代理的優勢
- 成長機會 6：開發對話式人工智慧
- 成長機會 7：擴展客戶旅程
- 成長機會 8：混合工作/協作
- 成長機會 9：安全與管治
- 成長機會 10：環境、永續性與管治(ESG)
- 下一步
- 簡稱
- 免責聲明
Employee Experience and AI Drive CX Investments in 2024
The Customer Experience industry benefitted greatly from the COVID-19 pandemic, which shifted millions of agents to work-at-home (WAH) models and accelerated cloud contact center-as-a-service (CCaaS) adoption. In 2021 and 2022, investments soared; however, in 2023 global economic and political unrest created a more conservative and focused approach to CX investments.
This industry is in a disruptive state as IT decision-makers and customer contact leaders struggle with prioritizing and procuring budgets and persuading executives to align CX and corporate goals. There is a fear of failure in these uncertain times, inflicting organizations to be less agile than in previous years. As businesses are confronted with these challenges, what will they focus on in 2024 to improve customer experiences?
Frost & Sullivan's 2023 Contact Center IT Decision Maker Survey, published in March 2023, unveiled that two-thirds of respondents are prioritizing improving employee engagement, improving brand equity, and automating business processes. The overarching story is that the focus on EX will enhance CX and the use of AI in digital transformation will remain at the forefront of spending through 2024 to have a positive impact on the top and bottom lines.
While AI has been integrated into contact centers effectively for years now, generative AI has dominated technology press and conversations for the past year. Solution providers are incorporating some aspects of it today with caution.
Agents continue to fear robots. They do not need to worry - our survey revealed that voice is still king, with 90% of respondents saying the number of voice calls has increased or stayed the same and 84% of respondents saying AHTs increased or remained the same. Whether over voice or chat, live agents will not dwindle, but be upskilled to handle complex inquiries and foster brand loyalty.
Call deflection is a key strategy to abate these rising costs, causing companies to adopt increasingly more intelligent self-serve options. This dovetails nicely with self-service becoming the channel of choice for many end customers. However, businesses must deliver exceptional CX to achieve significant cost savings when containing them in a self-service channel.
Video use is growing in contact centers. Industries such as finance, manufacturing, and healthcare benefit from "face-to-face" interactions, and problems can be visually shared or resolved. Video facilitates easier understanding when accents differ, hearing suffers, or emotions are hard to read on an audio call.
Note: Our predictions are validated through findings from our annual contact center leader survey, meetings with our client council, Frost & Sullivan's Customer Contact MindXchanges, and continual discussions with solution providers and CX outsourcers around the globe.
Table of Contents
Top Growth Opportunities for 2024
- Strategic Imperatives
- Top 10 Growth Opportunities
- Growth Opportunity 1: The New Evolution of Customer Expectations
- Growth Opportunity 2: Employee Engagement Boosts Customer Loyalty
- Growth Opportunity 3: Navigating the Workforce of the Future
- Growth Opportunity 4: Leadership in an Evolving Contact Center Ecosystem
- Growth Opportunity 5: Infusion of Generational AI to Amplify Benefits of RPA and Virtual Agents
- Growth Opportunity 6: Nourishing Conversational AI
- Growth Opportunity 7: Customer Journey Expands
- Growth Opportunity 8: Hybrid Work/Collaboration
- Growth Opportunity 9: Security & Governance
- Growth Opportunity 10: Environment, Sustainability, and Governance (ESG)
- Next Steps
- Acronyms
- Legal Disclaimer
