Wednesday, December 6, 2017

The Top Zero Customer Experience Trends for 2018

I love the holidays, but I hate "trend season." You know, how every blogger, agency, and media site has to publish its forecast for the hot trends in marketing and business. I saw a headline today that promised the megatrends that would change your business in 2018. I've got news for you: If there is a "megatrend" that will impact your company within 12 months and you are not already aware and acting, it is already too late for you.

Of course, I get particularly frustrated with the breathless headlines promising sexy trends in customer experience (CX), my area of focus at Gartner. These sorts of articles typically fall into three different categories: The obvious (Frictionless experiences become more vital!), the optimistic (VR will change everything in 2018!), or the misguided (Snapchat is essential to your brand's CX!)

This year, I'd like you to ignore these articles. Why? One reason is that most of these essays are full of hot air, intended not to educate but to ignite a sense of FOMO and sell the writer's services. More importantly, chances are your company is not getting the basics of CX correct, and the focus on hot trends and tech only obscures your best opportunities to improve your brand's relationships with its customers. By all means, monitor how emerging technology (such as IoT, VR/AR, voice-activated devices, chatbots, and AI) is evolving, but do not lose sight that technology must serve your customers and their desired experiences, not vice versa.

To see the real hot trends (really just the good, basic building blocks of CX success), please continue reading on my Gartner blog. And if you're a client, you'll find links to relevant research notes that can help your 2018 planning.

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