Please accept all cookies to ensure proper website functionality. Set my cookie preferences

Advanced search technology is revolutionizing customer relations for organizations in all fields. This shift—along with a proliferation of wearable devices, automatic voice interactions, and predictive support technology—will mold the future of customer service as it advances over the next 25 years.

Evolving CRM Practices

Customers in the future will connect automatically (rather than call and search) to answers via voice or action through wearable devices. Those smart devices will be aware of the customers' history and past activities with various products, their related challenges, and even their state of mind (based on biometric data).

The customers' actions, combined with their "persona," will drive suggested solutions to product-related challenges they face in real time. Contextual information will be pushed to support agents via the products customers are using, which may also "know" the customers' history and preferences. So, agents will be able to automatically provide help without customers needing to take any action to request assistance. Customer service will mirror the role of a personal assistant, sitting beside the customer and offering the next best action to take.

The richness of information available from wearable devices, the Internet, and social systems, along with constant streams of information about other customers' experiences, intents and activities, will provide detailed context that will lead to highly relevant suggestions. Doing so will be made possible by advances in data hosting, and search and relevance technology, which will be embedded in every customer interaction point.

What Will Change, What Won't

Though customers are already beginning to expect brands to engage with them via social channels and forums, they will become accustomed to engagement becoming much more proactive. Increasing and enhancing engagement will become an ongoing challenge for companies. The organizations that continue to evolve and offer heightened levels of proactive customer engagement will dominate the conversation.

Compared to today, technology will have an even greater role in the customer experience. Considering the technology behind machine-to-machine scenarios and the Internet of Things, there is a lot of room for growth. Interaction with human agents will always remain in some form, but human representatives will take on more and more marketing and sales-related roles, and agent engagement will be required only around the most complex challenges on a support front. Otherwise, customers will self-serve or their machines and devices will self-serve.

Connecting the Data

The technologies that will shape the future of customer experience will use, make sense of and connect the vast amounts of data and information available to companies. Both the challenge and the opportunity will grow along with the amount of data available; companies will not be able to compete without leveraging data in real time. The competitive necessity of up-leveling customer experience is what underpins the digital transformation companies are beginning to undergo today and will continue to drive businesses to unlock new innovative technologies far into the future, whether they fuel person-to-person, person-to-technology, or technology-to-technology exchanges.

Search and relevance technology will continue to be a key enabler of optimizing customer experience. This technology allows companies to present content within the user's context today and will enable mass personalization and one-on-one customer engagement in the future. Advanced search and relevance technology will continue to emerge as the only effective way to connect the huge variety and volume of data and contextualize it for people —and potentially machines.

A crucial part of this search and relevance technology includes unified indexing capabilities, which constantly ingest data from all systems and channels and make connections among the data. Within the index, data is enriched, metadata is extracted (without manual tagging), and all security is respected.

Most importantly, the relevance engine ensures that people engage only with information important to them, eliminating the noise and honing in on what is relevant. Ubiquitous access to this information via any device and any system will bring relevant knowledge to people in the systems where they "live."

Many companies are experimenting with manual methods of implementing predictive customer engagement and are heading in the right direction. However, the cutting-edge leaders are achieving significant differentiation by automatically bringing data into the context of their users, wherever and whenever they need predictive intelligence.

As search technology continues to advance to a predictive level while integrating with CRM software systems, we can expect customer service interactions 25 years from now to take customer experience to a new level by not only meeting customer needs but anticipating those needs and meeting them in real time.

Continue reading "What Might Customer Service Look Like in 25 Years?" ... Read the full article

Subscribe's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Sign in with your preferred account, below.


image of Diane  Berry

Diane Berry is chief knowledge evangelist at Coveo, an advanced enterprise search provider.

LinkedIn: Diane Berry

Twitter: @dianemberry

Customer Relationships Resources

You may like these other MarketingProfs resources related to Customer Relationships.

Boost Your Sales With Strategic Gifting [Infographic]

Explore how strategic gifting can be leveraged at every stage of the sales funnel to capture attention and express appreciation.

How to Use Empathy in Your B2B Brand Storytelling

Storytelling is one of the most effective ways to build a connection with your audience. But how can marketers build narratives that resonate with customers on an emotional level? Here's what brand storytelling involves, why using empathy to drive narratives is important, and how to do it.

The Role of Customer Empathy in the Future of Marketing

As marketers, we know that effective marketing puts the customer first. But how do we do that? How can we harness our most human of superpowers to deliver real value both to the customer and to the business? Start using empathy in marketing.

How to Offer More Value to Your Crisis-Stricken Customers [Infographic]

The pandemic has disrupted business (and life), and everyone is scrambling to adapt. Instead of enticing buyers with a promise of "better" as you likely did before COVID-19, you now need to do more: You need to make your sales offers far more valuable than ever.

Planning Your COVID-Related Communications: A Flowchart [Infographic]

Because of the pandemic, companies are reconsidering how they communicate with their audiences. Many are unsure whether they should communicate at all, and some are uncertain what form their communication should take. This flowchart will help you make the right decisions.

CX Will Be Essential for Rebuilding After COVID-19: Four Steps You Need to Take Now

The needs and wants of customers have shifted dramatically in the past two months, and companies that continue to move forward without adjusting will struggle for some time to come. Here are four ways B2B companies can provide helpful, impactful, and timely customer experiences during the pandemic.