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7 Digital Customer Experience Trends That Will Affect Your Business in 2016

7 Digital Customer Experience Trends That Will Affect Your Business in 2016

[fa icon="calendar"] Dec 21, 2015 10:47:00 AM / by Briana Songer

Briana Songer


The way in which businesses and customers interact in a digital world has changed the relationships between them. Those changes are, in no small part, a result of the speed with which customers have shown their willingness to accept advanced technology. Indeed, going forward, they will use their mobile devices to drive demand. You no doubt have questions on how the digital customer experience will affect your business in 2016. Please allow us to share our thoughts on the subject.

  • My customers can find my business online and talk to customer representatives if they  have issues. What more do consumers want from the digital customer experience?
The digital revolution has changed the way we shop. Customers today are internet savvy and research products and services and companies before they buy. They look to social media for comments on services and product reviews. In general, we can say that they look for more online experiences than ever before. KPMG-India, in its report entitled "Six Converging Technology Trends", identified six digital technologies that will change the digital customer experience and, as a result, change the way our businesses react to customer needs and desires. KPMG concluded that the six digital technologies are big data, cloud computing, social media, mobility, embedded systems (like RFID that automatically identifies people), and augmented reality (computer enhanced reality).

With respect to call center representatives, for example, Playvox just introduced a Voice of Customer tool that gives customers the opportunity to rate their experiences with customer service representatives in real-time. This technology will allow your employees to know how each customer rated their handling of the matter while the interaction is fresh in their minds, increasing employee engagement, and increasing your ROI.
  • We don't keep our data in the cloud now so how is the cloud going to affect my business
According to Gartner, the cloud will change computing and IT like nothing else has since the Internet's origin. According to the Gartner report from December 2011 entitled, "The Why of Cloud", 50% of the world's data will be held in the cloud within the next ten years. Businesses will no longer "own" their IT departments. Your IT will live secured in the cloud, supported by entities that make it their business to store and secure your data for you. In KMPG's 2014 cloud computing survey, issued in January 2015, 49% of the respondents currently use the cloud for cost efficiency reasons and 42% use the cloud because it makes their mobile workforce more productive. And 37% believe the cloud improves interfaces with customers and partners. Even if you do not use the cloud today, you would be wise to consider the changes coming your way in the next ten years so you will keep ahead of the curve. You know your competition will.

  • Our IT department handles our data. We don't need big data systems.
When we talk about "Big Data", we mean the massive amount of unstructured data sets that our various "smart" electronic systems collect everyday. "Big Data" is only useful, however, after computers analyze the data, looking for trends and patterns in human behavior. We cannot expect IT staff to do this analysis by hand because the data sets are enormous and too disparate. We need computers that can analyze the information quickly and tell us the patterns of behavior that they see. Businesses can then use the information to predict what consumers want in new products or what they expect from their online experience.
  • We have a Facebook page, too, so we have social media covered.
Not so fast. Like a lot of companies, you probably use social media for your customer service function. KPMG-India found, however, that companies are expanding their social media interface to include their marketing and sales departments. They are able to use the feedback they receive from the customers who respond to promotional material on social media and apply that knowledge to their larger customer base.
  • Our customers who use smartphones can go to our website and they can access everything as if they visited the site from a traditional computer. Are you telling me that we need more mobility, too? 
You may not need more mobility as in more tablets or smartphones for your workforce. What you need is website optimization to provide the best real-time performance . More people use their mobile devices to access the Internet rather than traditional computers. If your website has not been optimized for mobile users, your customers may have a hard time reading the text or seeing the pictures or the format may appear awry.

  • We are not in the health care field, or some other field where we might need micro chips to store information, so why would we need embedded systems?
Embedded systems are becoming popular across all types of businesses. According to, we use embedded systems in so many applications that they use the "lion's share" of computer components. We use them every day in micro processors and micro controllers in automobiles, planes, trains, machine tools, consumer products, our office and network appliances, GPS units, and, of course, our smart cell phones. If you have visitors to your building site, embedded systems like Radio Frequency Identification (RFID) can uniquely identify who visits your facility and who has restricted access.
  • We are a small business that relies on good customer relations, word of mouth and repeat business. Our business does not need science fantasy notions like augmented reality.
We are not talking virtual reality here and it is true that every business may not want or need Google Glasses. Systems like BLE (Blue Tooth Low Energy) and iBeacon, however, have added a new dimension to reaching out to individual customers where they live and play and notifying them of sales or discounts near them. If your business is going to play in the business arena with competitors who use these and other technological advances, you will be at a competitive disadvantage if you don't use them, too.

To talk more about digital technology and the changes it brings, or anything else, please contact us. We look forward to helping you meet the challenges that face your business.

Topics: Digital Customer Experience, VOC, Technology Trends

Briana Songer

Written by Briana Songer

Marketing Director at PlayVox


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