The demand for convenience has surged to become the leading factor influencing customer experience (CX) strategies in 2024, according to a new report by CX Network. The study, titled ‘The Global State of CX 2024,’ underscores a significant shift in consumer priorities, with convenience overtaking previous top concerns like sustainability and ethical products.
The report, which surveyed 282 CX professionals, including service leaders, experience designers, analysts, and consultants, highlights the changing landscape of customer behaviour. In 2023, convenience ranked fourth, but its ascent to the top spot reflects the increasing importance customers place on quick, seamless interactions. As businesses adapt to these evolving expectations, they are rethinking their approaches to customer experience to prioritise efficiency and ease.
Meanwhile, interest in ethical products and sustainable practices has notably declined. Only 19% of respondents cited ethical working conditions as a key influence on their strategy, down from previous years, while a mere 16% pointed to a demand for sustainable products. This shift suggests that while these issues remain important, they are no longer the dominant factors driving customer decisions.
The report also identifies data privacy as a growing concern, with 55% of CX practitioners agreeing that customers are more aware and protective of their personal information than ever before. As consumers become increasingly tech-savvy, the transparency of data usage has become critical to maintaining customer loyalty. Businesses are now tasked with not only protecting customer data but also clearly communicating the benefits of data collection to enhance service delivery.
Sam Phillips-Lord, Senior Customer Insight Manager at Hastings Direct, emphasised the importance of meeting basic customer expectations. “As a customer, I want to be able to do what I want to do, in the quickest way possible,” he said. “If I can’t do something online, don’t make me try. Don’t lead me down the garden path on a journey that takes in all the things I can do if the thing I want to do cannot be done.”
The report also explores the impact of remote working on customer behaviour. Vinay Parmar, CEO of Dhruva Star and former Chief CX Officer for National Express, noted that the shift to remote work has given people more time, but it has also made them more selective in how they spend it. “By recognising and valuing a customer’s time, companies can foster a sense of loyalty and encourage continued engagement,” Parmar said. “The best experiences happen when something goes wrong – that is when unforgettable experiences are created and where the true value lies.”
The growing emphasis on convenience and data privacy signals a broader trend towards personalisation in customer experience. As Phillips-Lord pointed out, while AI and automation are crucial, their real value lies in their ability to deliver personalised experiences that resonate with customers on a deeper level.
The findings from ‘The Global State of CX 2024’ indicate a clear mandate for businesses: to stay competitive, they must streamline customer interactions, safeguard data, and deliver personalised, efficient service. As customer preferences continue to evolve, these strategies will be essential in building and maintaining customer loyalty.
For further details, the full report is available on the CX Network website.