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CX 2020: What are the trends?

Published on 10 Jan 2020

There is no doubt that customer experience (CX) remains a top priority for many organizations across various industries in 2020. There is still a focus on data and hyper-personalization, as well as IoT, AI, ML, chatbots and virtual assistants – all of which contribute to the Customer Experience trends in 2020 that promise to deliver engaging customer experiences.   

In this week’s Reading Room we have selected articles that delve into the future of customer experience. Read about trends and technologies shaping the CX landscape, and why many organizations are taking a more human and ethical approach to CX.

To conclude, our digital CX expert, Brent Haumann, shares his thoughts on the business value of a great CX and gives advice on how to meet the needs and expectations of today’s consumers.

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Gartner: How to Leverage the Top 5 Customer Experience Trends in 2020:

A recent Gartner survey identifies the following as the top 5 emerging technologies and details how each of them will impact customer experience initiatives in 2020:

  1.  Artificial Intelligence (AI)
  2. Virtual Customer Assistants and Chatbots
  3. Omnichannel Customer Engagement
  4. Real-Time Event-Driven Application Architecture
  5. Internet of Things

There are also strategic recommendations on the adoption, implementation and exploitation of each  – to help drive ROI in 2020 CX initiatives. There is an option to download this complimentary research.


  • Publisher: Gartner
  • Access: Public
  • Download: Gartner Survey (PDF – 375KB)

Forbes: Five Trends Shaping The Future Of Customer Experience In 2020:

Customer experience is constantly evolving, which not only presents new challenges for organizations but also more opportunities for growth. The author states that “customer experience is firmly positioned as a competitive advantage and something most companies are prioritizing.” This is a trend that is certain to maintain and possibly even gain further momentum into this new decade and beyond.

Read on to discover more about the five predictions for customer experience in 2020, which are: thoughtfulness, services over products, culture, engineering and services to join forces and finally, B2B to focus more on customer experience. 


  • Publisher: Forbes
  • Access: Public
  • Download: None

6 Trends that will shape customer experience in 2020:

The author believes that this year, brands will start shifting their thinking from rational and logical to emotional, in order to remain relevant. And also that the proliferation of smart devices and virtual assistants will continue to create a more autonomous world – so companies will have to work harder to build more meaningful relationships with their customers.  

Some interesting stats cited in this article: The AI market is expected to grow to a $190 billion industry by 2025, and according to McKinsey Global Institute, 127 new IoT devices connect to the internet every second. Read further for great insight into technology trends shaping customer experience and why many brands have begun prioritizing the health and wellbeing of their customers.


A tip from our digital CX expert:

Today, the margin between businesses that thrive and those that merely survive is growing increasingly narrower. Competing on factors such as price, availability, and quality is difficult, leaving customer experience (CX) as one of the best ways for a business to stand out. 

The following concepts are key to an organization’s ability to build and create the kind of personalized products, services, and communication that customers expect:

Considering that customer experience is expected to overtake price and product as the key product differentiator by the end of 2020, it’s clear that organizations must prioritize customer communication.

Brent Haumann

CXO, Africa