Customer Experience Trends for 2024
In this blog article Fresh Nous Director, Celia Felgate, reflects on the existing and new things taking CX by storm in 2024. Discover the big 5 customer experience trends to watch this year.

5 CX Trends to Watch in 2024

HNY as the kids say! For me the new year has been ushered in with a chesty cough and more snot than I ever realised was possible to produce. This article about customer experience trends for 2024 was mulling in my head as I sat in the pharmacy waiting in line with my fellow sufferers. As we sat (and coughed, sneezed, and groaned) an angel in the form of a pharmacy manager with mugs of hot lemon barley appears for each of us and I’m reminded that, whilst 2024 is likely to see changes in CX driven by technological advancements, the heart of CX being meaningful interactions remains a constant.

As I reflect on the exciting and new things taking CX by storm in 2024, let me take the opportunity to remind you all that, for most people, in a B2C or B2B world, those moments of truth can be made, or broken, by simple interactions with the people we encounter. Never lose sight of the basics or the people that make them happen.

So, to supplement those awesome individual interactions what is on the cards for 2024? Let’s have a look at what we think are the big 5 to watch this year.

1. Personalisation and customisation

In the constantly evolving landscape of customer experience, personalisation and hyper-customisation are set to become even more prominent trends in 2024. Gone are the days of generic marketing campaigns that target a broad audience. In the future, organisations will harness data analytics and artificial intelligence to gain deep insights into each customer’s preferences, behaviours, and needs.

This wealth of information will enable businesses to create personalised experiences that resonate with customers on a personal level. Hyper-customisation takes personalisation one step further by allowing customers to co-create products or services according to their unique requirements. By involving customers in the design process, businesses can deliver tailor-made solutions that precisely meet their expectations. Moreover, advancements in technology such as augmented reality (AR) and virtual reality (VR) will play a significant role in enhancing personalised experiences.

These immersive technologies will allow customers to visualise products before purchase or try them out in ‘virtual fitting rooms’, enabling them to make informed decisions based on their individual tastes. Overall, personalisation and hyper-customisation are poised to revolutionise the customer experience landscape by providing tailored solutions that cater specifically to each customer’s preferences and desires.

2. Use of AI and automation in customer experience

Artificial Intelligence (AI) and automation are revolutionising the customer experience landscape. In 2024, AI-powered chatbots will become even more sophisticated, seamlessly handling customer queries, and providing instant support round the clock.

Using natural language processing capabilities, chatbots will be able to understand and respond to customer queries in a conversational manner, mimicking human-like interactions. These AI-powered chatbots will not only reduce response times but also free up human agents to focus on more complex customer issues.

Furthermore, AI will enable businesses to automate repetitive tasks, streamline processes, and provide personalised recommendations in real-time. By leveraging machine learning algorithms, companies can analyse large volumes of customer data to identify patterns. A word of warning, this doesn’t mean we can just abandon everything to the bots! As touched on in the beginning of this article, meaningful interactions with people and their impact on customer experience remain a constant.

3. The rise of omnichannel experiences

2024 is poised to witness a significant rise in the adoption of omnichannel experiences. As technology advances and customers become more digitally connected, businesses are recognising the need to provide seamless and integrated experiences across various channels. Omnichannel experiences encompass a holistic approach to customer engagement, ensuring a consistent and personalised journey regardless of the touchpoints customers choose to interact with.

By integrating online platforms, mobile apps, social media, physical stores, and even emerging technologies like virtual reality (VR) or augmented reality (AR), companies can create a cohesive ecosystem that enhances customer satisfaction. In 2024, we can expect businesses to invest heavily in technologies that enable seamless transitions between channels. Advanced data analytics and artificial intelligence will play crucial roles in understanding customer preferences and behaviour across different touchpoints.

This knowledge will empower companies to deliver personalised recommendations, tailored marketing campaigns, and customised offers at every stage of the customer journey. Moreover, as customers increasingly demand convenience and flexibility when interacting with brands, omnichannel experiences will enable them to switch effortlessly between online browsing and in-store shopping or vice versa.

4. Voice search and customer experience

Voice search is rapidly gaining popularity, thanks to the proliferation of voice-activated devices like smart speakers and virtual assistants. In 2024, businesses will need to optimise their customer experience for voice search, as more customers turn to voice commands to find information, make purchases, and interact with brands.

To accommodate voice search, companies will need to adapt their content and SEO strategies. Voice search queries are often longer and more conversational than text-based searches, requiring businesses to optimise their content for natural language and provide concise, informative answers.

Additionally, businesses will invest in voice recognition technology to enhance customer interactions. Voice assistants will become more intelligent, understanding context and providing personalised responses based on individual preferences.

5. Emotional intelligence in customer experience

Bringing me full circle to my starting point for this article I believe it is inevitable that, in 2024, customer experience will embrace a more human-centric approach. Companies will recognise the importance of emotional intelligence in building meaningful connections with customers.

Emotional intelligence involves understanding and empathising with customers’ emotions, anticipating their needs, and proactively addressing pain points. Businesses will invest in training their customer service teams to effectively handle emotionally charged interactions, ensuring that customers feel heard and valued.

Moreover, companies will leverage emotional intelligence to create emotionally resonant marketing campaigns and brand experiences. By tapping into customers’ emotions, brands can forge deeper connections, foster loyalty, and create memorable experiences that leave a lasting impact.

The beauty of this trend is that these skills exist in most organisations in spades. This year businesses need to find the big emotional intelligence hitters in their organisations and empower them to respond naturally to customers without being tied in guidelines and red tape.

So, get prepared people! Businesses need to invest in analytics tools, AI-powered chatbots, and omnichannel capabilities and their own people. They should strive to deliver hyper-personalised experiences, harness customer data responsibly, and foster emotional connections.

By staying ahead of the curve and embracing the trends shaping the future of customer experience, companies can unlock new opportunities, drive customer loyalty, and create remarkable experiences that leave a lasting impact. The future of customer experience is here, and it’s time to embrace the possibilities.

If you’d like a hand unlocking the customer experience potential in your organisation, we’d love to start that conversation. Contact us to start your CX Journey.

By Celia Felgate, Director


UK Customer Experience Award Winning Agency

Winner, winner chicken dinner! We've won an award in the Outsourcing category alongside one of our clients, which goes to show how well we work as an extension of your business. You can trust your customer experience project is in safe hands.