You're collecting more data on your customers than ever before. You can track their shopping habits online. You can analyze their conversations with your call center representatives to increase your chances of achieving CX chatbot success. And you can use IoT devices to monitor in-store behavior.
Innovative companies are already leveraging the combined insights from these and many other data sources to understand and ultimately drive customer behavior. According to Gartner,1 “the collection and use of such data to drive behaviors is called the Internet of Behavior (IoB).” It is one of “nine strategic technology trends that will enable the plasticity or flexibility that resilient businesses require in the significant upheaval driven by COVID-19 and the current economic state of the world.”
Businesses hoping to drive customer experience innovation face risks as well as rewards. Leveraging customer data to improve CX is a balancing act, particularly when it comes to personalization. While customers do share a universal desire to connect with companies using the channels of their choice, they also expect honesty and transparency when it comes to how their data is being used. And although one customer might find a particular experience personally relevant, another might consider the exact same experience creepy or even invasive. As businesses prioritize customer experience innovation, they should make sure they are providing a customer experience that is actually responsive to their customers' wants and needs.