KPS Studie: Die Customer Experience Trends 2024

STUDY: CUSTOMER EXPERIENCE TRENDS 2024

How companies optimise the customer experience through the flexible integration of technologies, data and strategies

What will the customer experience look like in the future? In our market analysis "CUSTOMER EXPERIENCE TRENDS 2024", we evaluated data from more than 200 companies on strategy and technology approaches. The outlook for 2024 paints a mixed picture for retail and industry.

Trading companies face various challenges, especially with regard to external fluctuations and uncertainties in the supply chain. In order to be able to react more quickly to changes, IT landscapes and ecosystems are to be designed more flexibly in order to be able to scale as needed at any time.

KPS Studie - Customer Experience Trends 2024

The future of Customer Experience

The biggest goals for ambitious companies:

  • Expand target groups
  • Achieve growth
  • Address customers consistently across all channels
  • Plan, optimise or expand CX strategy
  • Overcome difficulties with further integrations
  • Explore sales channels from online shops to mobile apps to social commerce and marketplaces
Find out how far companies have progressed in the implementation of their CX strategy and which KPIs actually make customer satisfaction measurable in the study.

3 key trends for the customer experience in 2024 stand out from the results of the market analysis:

CX Trends 1: Spitzenperformance durch Composability

Composability: the booster for peak performance and simplified adaptability

To counter external uncertainties, companies are increasingly investing in expanding their performance - such as with the online shop. This is effectively achieved based on a modular and future-proof architecture such as the MACH architecture. Especially for stable online performance, flexibility and scalability, companies that rely on microservices, APIs and the cloud have a clear advantage.

Although the system integration of the companies is already well developed, for many further integration represents a challenge.

Find out how the speed of integration can be increased and how many companies rely on microservices and easily scalable system capacity in the study.

Personalisation: the multiplier for successful customer retention

A broad-based, cross-channel customer experience strategy is essential for the outstanding majority of companies for their future corporate direction. A fundamental aspect of a cross-channel CX strategy is the collection of data across different communication channels - online and offline - as well as the possibility of uniform, central communication across these same channels.

Two-thirds of companies already see themselves in a position to comprehensively capture customer data and use it for a personalised customer approach.

Retail companies in the industry are focusing on potential for improvement in product development in order to align the portfolio with the needs and ideas of the target group. Behavioural analyses that flow into targeted campaigns to increase customer loyalty and retention are still underutilised.

Find out in the study whether it makes sense to expand customer segmentation with further analyses and what you can use this data for.

CX Trends 2: Erfolgreiche Kundenbindung durch Personalisierung
CX Trends 3: Operative Effizienz und nahtlose Kundenerfahrung durch Connected Content

Connected Content: the basis for operational efficiency and seamless customer experience

 Duplicate data and documents cause immense additional work for every second company. To counteract this, content management systems and digital asset management systems are primarily used. Most retail companies focus on a CMS as the core system for websites and online shops.

Central administration and joint work with the same files not only avoid duplicate data and documents but also ensure uniform communication with the same content. The additional linking of frontend and CX systems offers smoother data exchange.

Which structure-supporting components are used by companies? And what advantages do companies benefit from uniformly available product and customer information? Find out now in the study.

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