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3 Customer Experience Trends to Look Out for in 2024


Presented By: CrmXchange

Contributed article by Jay Wolcott, CEO & Co-founder – Knowbl    

2023 was a breakout year for artificial intelligence (AI) that included widespread deployment of AI-powered tools in the customer experience space. From chatbots and predictive analytics to content generation, businesses in virtually every industry have found ways to leverage AI to foster enhanced customer experiences.    

As 2024 unfolds, the emerging trends in the customer experience space point to a continued reliance on AI. However, they also show businesses looking to improve AI’s effectiveness by deploying it in more focused and refined ways.    

Entering the era of effortless conversational experiences  

For most consumers, chatbots are a tool that has been endured rather than embraced. Their presence on e-commerce and other business websites is seen as an option that can speed the discovery process along, but not necessarily provide all of the information needed. The fact that 90 percent of US consumers say they would rather talk to a human than an AI chatbot reveals that AI — as it is currently being deployed, at least — is not getting the job done.    

Businesses will look to address those frustrations in 2024 by deploying AI in a way that empowers effortless conversational experiences. Natural language processing (NLP) empowers interfaces that effortlessly translate consumers’ questions into helpful information, transcending the frustrations triggered by legacy chatbots. These next-generation virtual assistants will allow consumers to simply ask for information, rather than searching endless web menus and FAQs for relevant content.    

Chatbots trained on the right content stand to reshape digital commerce in 2024, as consumers connecting with digital channels will find “always on” assistants that know their brand and how it can meet consumers’ needs. This breakthrough in customer automation will help to address the frustrations of a consumer base that is looking for self-service options.    

Securing a competitive advantage through LLMs  

Large Language Models (LLMs) are the driving force behind conversational AI, empowering generative AI engines like ChatGPT to understand human language and respond to queries in a user-friendly way. The past year was marked by a surge of businesses rushing to deploy LLMs in a way that supplemented their automated customer support tools.    

In 2024, businesses will expand their use of LLMs to gain a competitive advantage in their respective fields. In addition to using LLMs to power more intelligent chatbots, businesses can also use them for extracting information from business documents and scanning media for emerging news on markets, regulators, and competitors. Using LLMs for content generation — be it text, visual, or mixed — is another growing trend that can elevate business performance.    

LLMs also enhance a business’s capacity for predictive analytics. By analyzing data from internal records, market reports, and other relevant sources, LLMs can help businesses identify patterns and leading indicators, even where limited data is available. When combined with NLP, LLMs empower tools that can generate explanatory narratives for predictive analytics, improving the value of forecasts for the human agents who must interpret them.    

Another important trend emerging in 2024 is a shift toward more intelligent LLMs trained on-brand content in addition to general information. Chatbots empowered by these BrandGPT models can formulate responses based on brand-specific content. These LLMs also deliver content approved by the brand, reducing the risk of responses that mislead or misinform consumers.    

Experiencing the demise of legacy chatbots 

As customer expectations continue to evolve in 2024, they will outpace the assistance legacy chatbots can provide. As a result, businesses will be forced to move on to a better alternative or run the risk of offering a subpar customer experience via their digital channels.    

The demise of legacy chatbots will usher in a new generation that leverages the trends mentioned earlier. Customer experience will be bolstered by chatbots empowered by brand-specific LLMs that can provide effortless conversational experiences.    

2024 will mark a pivotal year in which businesses must consider the ways advancements in AI can help them meet evolving customer demands. Those who can deploy AI in ways that support self-service with relevant and personalized interactions will gain a competitive advantage.    

Jay Wolcott is the CEO and Co-founder of Knowbl. Wolcott is an innovative entrepreneur and global business executive with deep expertise in customer-facing operations and the use of artificial intelligence, machine learning, and digital engagement. With a proven track record, he launched Digital Roots in 2009, a SaaS company providing advanced social media engagement and insights. Digital Roots achieved multinational success, being recognized by Inc. 5000 and esteemed publications. In 2017, Interactions acquired Digital Roots, where Jay served as Head of Digital helping to build out their next-generation platform for omni-channel virtual assistants. Since then, he has supported CX transformations as an Independent Consultant, and his past experiences include General Motors and successful entrepreneurial ventures like Seed Staffing and Verego. Knowbl’s mission revolves around groundbreaking research for advanced conversational AI solutions, enabling the processing of unstructured data, automating contextual conversations at scale, and providing actionable insights while digesting existing data sources efficiently to optimize the overall customer experience.