CUSTOMER EXPERIENCE TRENDS FOR 2024

Summary

The video script outlines 10 customer experience trends for 2024, highlighting the transformation of search on websites, personalization at scale, the rise of AI-powered customer service agents, and the importance of effective empathy. It also predicts the breakthrough of augmented reality, the strategic role of HR in building customer culture, a shift towards life-focused customer experiences, the growth of the secondhand market, and the need for CEOs to become 'friction hunters' to improve customer experience.

Takeaways

• 🔍 **Transformation of Search**: Search on websites will evolve into conversational bots that provide detailed information based on user descriptions, moving beyond traditional keyword searches.
• 🤖 **Personalization at Scale**: AI will enable a new level of personalization, potentially replacing apps with personal agents for banking, food coaching, and language learning, enhancing the customer experience.
• 📹 **Personalized Video Content**: Companies will create millions of personalized videos, catering to individual preferences, revolutionizing marketing and customer engagement.
• 💡 **High-Value Customer Service Agents**: The role of human customer service agents will shift to handling complex, emotional interactions, as AI bots take over the majority of customer service interactions.
• 🧡 **Effective Empathy**: The combination of fast feedback loops and quick action will become a crucial customer experience skill, emphasizing the importance of small, impactful changes.
• 🚀 **Augmented Reality Breakthrough**: The release of devices like Apple Vision Pro will drive the creation of new applications, enhancing shopping experiences and entertainment options through AR.
• 🎯 **Strategic HR Involvement**: HR departments will play a key role in creating a strong customer culture by focusing on hiring, employee experience, and facilitating customer connections.
• 🌿 **Sustainability and Secondhand Markets**: The pre-loved market will grow, offering consumers sustainable and affordable options, prompting businesses to engage with this trend meaningfully.
• 👥 **CEOs as Friction Hunters**: CEOs are encouraged to personally experience their products and services to identify and eliminate friction points, leading to significant improvements in customer experience.
• 🔐 **Building Trust**: Businesses must reinforce the trust customers have in them by demonstrating genuine care and providing extreme customer-centric experiences.
• 🌟 **Customer Experience for Life**: Organizations should focus on creating value in customers' lives beyond transactions, aiming to be partners in life, contributing to their well-being and daily convenience.

Q & A

What significant transformation in website search is expected in 2024?

In 2024, the search on websites is expected to undergo a complete transformation with the introduction of conversational bots. Instead of traditional keyword searches, users will provide detailed descriptions of the information they seek, and the AI-powered bots will deliver highly targeted results based on these descriptions.

How is the philosophy of search changing with the advent of AI?

The philosophy of search is shifting from keyword-based queries to more conversational and detailed requests, facilitated by AI and machine learning. This change aims to provide users with more precise and personalized search results, moving beyond the endless lists of items to a few specific recommendations based on user input.

Can you provide an example of a company that has implemented conversational search?

Instacart is an example of a company that has implemented conversational search. Users can describe their specific needs, such as having guests over with dietary restrictions, and the system recommends suitable products without the user having to sift through extensive lists.

What is the prediction for personalization at scale in 2024?

The prediction for 2024 is that personalization at scale will become a reality, thanks to AI. We will move towards a world where agents, rather than apps, will provide personalized services tailored to individual needs, such as banking agents, food coaches, and language teachers available 24/7.

How will video content evolve with the advancement of personalization technology?

With the advancement of personalization technology, companies are expected to create fully personalized video content. Instead of a few generic video productions, there will be millions of personalized videos catering to individual preferences, creating a new level of marketing opportunities and customer engagement.

What is the prediction for human interaction in customer service in the future?

The prediction is that in the future, only 1% of customer service interactions will involve humans, with the remaining 99% being handled by AI bots. These bots will be of high quality, providing convenient and empathetic customer service, leaving human agents to handle the rare, emotionally complex cases.

What is effective empathy and why is it a crucial customer experience skill for 2024?

Effective empathy combines fast feedback loops with fast action loops, ensuring that customer feedback is acted upon swiftly. It is crucial because customers expect their feedback to lead to tangible changes, and companies that can provide this responsiveness will meet market needs and build stronger customer relationships.

What is the significance of the Apple Vision Pro in the context of augmented reality?

The Apple Vision Pro is anticipated to be a breakthrough in augmented reality, providing a platform for the community to create innovative applications. It is expected to enhance shopping experiences and entertainment options, though it is noted to be expensive and may not represent the final form of augmented reality devices.

How can HR departments contribute to building a strong customer culture?

HR departments can contribute by hiring individuals with customer experience potential, creating culture and workflows that support a customer-centric mindset, facilitating frictionless employee experiences, focusing on employee well-being, and ensuring employees have opportunities to interact with customers. This helps in creating a strategic partnership in fostering a strong customer culture within the organization.

What is the concept of 'customer experience for life'?

The concept of 'customer experience for life' involves shifting the focus from being customer-centric to life-centric, aiming to create positive change and value in the lives of customers beyond just selling products or services. This approach seeks to build deeper relationships with customers by contributing to their overall well-being and daily life improvements.

Why is trust in businesses important for customer experience?

Trust in businesses is important because it reinforces the belief that companies act in the best interest of their customers and society as a whole. High trust levels can lead to increased customer loyalty and reliance on the business, which is crucial for maintaining a strong customer base and a positive brand reputation.

What is the significance of the secondhand market in the context of customer experience?

The secondhand market, or pre-loved market, is significant as it offers customers a sustainable and cost-effective alternative to new products. This market trend aligns with the growing consumer demand for sustainability and affordability, providing a unique opportunity for businesses to enhance their customer experience by participating in and supporting this market.

What is the recommendation for CEOs to improve customer experience?

CEOs are encouraged to become 'friction hunters' by personally experiencing their own products and services. This hands-on approach can lead to the discovery of areas for improvement, resulting in small but significant changes that positively impact the customer experience.

Outlines

00:00

🔍 Transforming Search and Personalization in 2024

The video begins with a discussion on the anticipated transformation of search on websites in 2024, highlighting the shift from traditional search engines to conversational bots. It predicts that search boxes will evolve into conversational interfaces powered by AI, allowing users to describe their needs in detail and receive targeted information. The speaker references Instacart's use of conversational search and Amazon's development of AI search as early examples. The trend towards personalization at scale is also emphasized, with the prediction that AI will enable a new level of personalization in apps and services, leading to a more tailored customer experience.

05:02

🤖 The Future of Customer Service: Human and AI Interactions

This paragraph delves into the future of customer service, suggesting that the majority of interactions will be handled by AI bots, with only 1% requiring human intervention for emotional support. The speaker argues that high-value customer service agents will be needed for these emotional cases, emphasizing the importance of effective empathy. This concept, from the speaker's book 'Diamond in the Rough', combines fast feedback loops with quick action to meet customer expectations and create a culture of 'can do' within companies.

10:03

🌟 The Role of HR in Building Customer Culture

The speaker advocates for a more strategic role for HR departments in creating a strong customer culture. Six key areas where HR can add value are identified: hiring staff with customer experience (CX) potential, creating culture and workflows that support customer-centricity, fostering a frictionless employee experience, focusing on employee well-being, and facilitating employee proximity to customers. The speaker encourages HR to become a strategic partner in building customer culture, aiming to make organizations more customer-focused.

15:03

💡 From Customer Focused to Life Focused

The speaker discusses the shift from being customer-focused to life-focused, emphasizing the importance of businesses contributing positively to customers' lives. The trust barometer from Edelman is cited to highlight the faith people have in businesses to act positively. The speaker challenges companies to go beyond their core products and services to become partners in life for their customers, offering examples like Tesco's campaign with Jamie Oliver to provide affordable, healthy recipes. The paragraph concludes with a call for CEOs to become 'friction hunters', experiencing their own products to identify areas for improvement.

20:04

🎉 Wrapping Up the 2024 CX Trends

In the concluding paragraph, the speaker recaps the discussed trends and encourages viewers to share the video with their networks. The speaker expresses hope for the future, particularly for CEOs to take a more hands-on approach in understanding customer experiences and reducing friction in their products. The video ends with a farewell and well-wishes for the holiday season, promising to return with new videos in 2024.

Keywords

💡Customer Experience Trends

Customer Experience Trends refer to the evolving patterns and practices in how businesses engage with their customers to improve satisfaction and loyalty. In the video, the speaker predicts 10 trends for 2024, highlighting the importance of staying ahead in the competitive landscape of customer service and engagement.

💡Conversational Search

Conversational Search is a user interface trend where instead of typing keywords, users interact with a platform through natural language conversation to find information or complete tasks. This approach aims to provide more targeted and personalized results, improving the user experience.

💡Personalization at Scale

Personalization at Scale refers to the ability of companies to tailor their products, services, or content to individual customer preferences on a large, potentially mass, scale. This is made possible by advancements in AI and data analytics, which allow for more nuanced understanding and catering to customer needs.

💡High-Value Customer Service Agents

High-Value Customer Service Agents are professionals trained to handle complex, emotionally charged customer interactions. As AI bots become more prevalent in handling routine customer service inquiries, the role of human agents will shift towards addressing situations that require empathy and a human touch.

💡Effective Empathy

Effective Empathy is the concept of combining fast feedback loops with quick action to address customer concerns and improve their experiences. It emphasizes the importance of listening to customer feedback and making meaningful changes in a timely manner to create a positive impact.

💡Augmented Reality

Augmented Reality (AR) is a technology that overlays digital information, such as images or data, onto the real world through devices like glasses or smartphones. It enhances the user's perception of reality by integrating virtual elements, offering new ways to interact with the environment and information.

💡Customer Culture

Customer Culture refers to the values, behaviors, and practices within an organization that are centered around creating positive experiences and relationships with customers. It involves aligning the entire company, from HR to marketing, to prioritize customer needs and satisfaction.

💡Life-Focused Customer Experience

Life-Focused Customer Experience is an approach where businesses aim to contribute positively to the lives of their customers beyond just selling products or services. It involves understanding and leveraging the company's expertise to improve customers' day-to-day lives, whether through education, entertainment, or convenience.

💡Used Products Market

The Used Products Market, also known as the secondhand or pre-loved market, is a commerce sector focused on the sale of previously owned items. This market promotes sustainability and affordability, offering consumers an opportunity to buy goods at lower prices while reducing waste.

💡Friction Hunters

Friction Hunters are individuals, often in leadership roles, who actively seek out and eliminate barriers or points of customer dissatisfaction within their own products or services. This involves a deep, firsthand understanding of the customer journey and the ability to identify and address pain points.

Highlights

Transformation of search on websites with a shift towards conversational bots, providing more detailed search results.

Prediction that search boxes will evolve into conversational interfaces powered by AI, offering personalized search experiences.

Instacart's use of conversational search as an example of the evolving search experience.

Amazon's development of AI search for more specific product recommendations based on user input.

The rise of personalization at scale, moving beyond apps to personal agents for various services.

AI's role in creating new opportunities for personalization in content and day-to-day life.

The prediction of fully personalized video content, catering to individual preferences.

The decrease in human interaction in customer service, with AI bots taking over majority of tasks.

The importance of high-value customer service agents who are skilled in providing emotional support.

Effective empathy as a crucial customer experience skill, combining fast feedback loops with quick action.

The potential breakthrough of augmented reality in 2024, enhancing shopping and entertainment experiences.

The strategic involvement of HR departments in creating a strong customer culture.

The shift from customer-focused to life-focused experiences, aiming to create positive change in people's lives.

The growing trust in businesses as shown by the Edelman Trust Barometer, with businesses expected to act positively for customers and society.

The rise of the secondhand market and its significance in the fashion industry.

The call for CEOs to become 'friction hunters' by experiencing their own products and services to identify areas for improvement.

The expectation for companies to contribute to the value in customers' lives beyond just transactions.

Transcripts

hi everyone welcome to this new video

this has become some sort of an annual

tradition that at the end of the year

that I look a little bit forward towards

the next year to see what customer

experience Trends we may expect to see

so I have 10 trends for customer

experience and 2024 for you enjoy this

new

video one of the things that we're going

to see in 2024 and Beyond is a complete

transformation of search on websites uh

and the entire philosophy of search is

is changing as we speak in the early

days of the internet you had portals

like Yahoo and then we had Google today

a lot of us a lot of us already use

chatbots like GPT to to start you know

with a first search on the internet you

have Bing that is now completely

Reinventing itself my prediction for

2024 is that pretty soon every search

box that you have on a website side

somewhere that that will change in a

conversational bot where you don't just

type in some keywords but that you

basically give a very detailed

description of the information you're

looking for and then you will get that

information um very targeted at your own

request and you're seeing first examples

of that like take instacart uh instacart

already works with a conversational

search where people just type in hey I'm

having guests over over one of them is

vegan the others are two children what

kind of food would you recommend me so

that you don't have to go through the

entire list but you can actually see

what people uh what people want and and

I think of course the big e-commerce

platforms are going to experiment with

this really really soon you see and read

that Amazon is working on an AI search

where you don't get the endless lists of

thousands of items that you have to work

yourself through uh but that you get one

or two or three specific recommendations

based on the input that you give the AI

search option from Amazon so search

three .0 actually you could call it the

1.0 where the yahoos of this World 2.0

the Googles of this world 3.0

conversational interfaces in every

search box on the

Internet thanks to artificial

intelligence um I think in 2024 we're

finally going to see personalization at

scale uh today we we have different

faces and different levels of

personalization you have of course the

social networks that are really good at

it the algorithm gives us the things

that we like to see with all its pros

and its cons um after that it's a little

bit the big Darkness you have

personalization in emails and a little

bit of content personalization but it's

not what we've been dreaming about in

the past 10 years I have the feeling

that we're about to get there um thanks

to AI we're going to end up in a world

with agents probably we won't have apps

anymore but we're going to move towards

agents where you have your personal

agent your personal assistant for

basically everything that you have in an

app today on the homepage of your phone

uh where you don't have a banking app

but you have a banking agent where you

don't have your food lists but you have

a food coach um instead of your dual

lingo you have this teacher this

language teacher that is available 24/7

for you um which means that new

opportunities AR here you can really go

in depth on personalization not just in

terms of content but also in everything

that is linked to our day-to-day life I

imagine that everyone has a personal

banker imagine that everyone has a

personal teacher those kind of new steps

are going to create a whole new kind of

customer experience where you finally

see that personalization it's not just

about making sure the name is right in

the email but that everything that

someone receives is fully personalized I

think we're going to see a lot of

companies that start to work with fully

personalized video content where you

don't have one or two or 100 video

productions anymore but where you have

millions of personalized videos where I

get a video with all the things that I

really like and that are important to me

and you get a completely new video

thanks to personalization at at scale

which creates enormous opportunities for

the entire marketing

world my prediction for 2024 is that

we're going to see more what I call high

value customer service agents one of the

the most frequently asked questions in

uh in presentations and workshops is

like how long will people actually want

to speak to a human when a when they

reach out to a company uh before the

internet 100% of our customer service

was through humans uh today it's

probably 50/50 we have self-service we

have our tools and if we have a question

we still reach out to a contact center

we call or we email them um eventually

we're going to end up in a world where

only 1% of the interactions in customer

service will be human because we're

moving in a world where the AI Bots are

really really of high quality and that

that will be the most convenient way and

the highest quality way and probably

even in many cases a very empatic way to

to get customer service but in 1% of the

cases where it's really about something

emotional where you want to watch

another human in the eye where you want

to have a a pat on the

shoulder you know in those cases you

still want a human but not just any

human at that moment in a world where

you only have 1% of the outreaches that

really need to be redirected to a human

and 99% is done by a computer in that

world you need customer service agents

that are 95% skilled on an emotional

level that don't have any time

constraints that go through any possible

Channel maybe those people will have to

go to someone's house to help them out

maybe that's going to be the most um

convenient way or maybe the way that

really is is best linked to the the

state of the emotion that that person is

in so rethinking our customer service in

my opinion isn't just about an increase

in productivity an increase in

efficiency it's also understanding that

we're going to have a need and an

opportunity to work with high value

Service agents people that are trained

in very difficult conversations with

humans who need emotional support and if

you have a team like that you can have a

real impact in that in-depth

relationship with your with your

customers one of the crucial customer

experience skills for 2024 will be

effective empathy it's also one of the

concepts uh out of my latest book

diamond in the rough uh effective

empathy empathy is the combination of

fast feedback loops with fast action

Loops if you can combine that you you

really fulfill a need in the market

because customers have the expectations

that when they give feedback that

something is done with it and you need

to speed up the process most companies

have feedback loops but they're too slow

in the implementation and they they play

a little bit too much the manager role

so they come up with these big strategic

Trends and then you have four projects

underneath every Trend and in reality in

the first N9 months nothing really

happens with it and and if in nine

months nothing happens except you making

PowerPoints out of it it has 0.0 impact

on the market it's only when you do

something in the real world that it has

an impact the customer needs to feel the

difference so with the philosophy of

effective

empathy you listen and you react quickly

where needed what you need to succeed in

that is the art of keeping things

small don't make it big don't make it

complex keep it small and believe that

the cumulation of like 20 or 30 or 50

small things has a huge impact on on

your customer base and companies that

understand that art of effective empathy

have have a double effect on the one

hand the customers feel of course that

you're serious about it and that you

want to make a difference so they feel

the difference maybe more importantly

companies that work with fast feedback

fast action mentality internally you

show your team that you actually care

about the feedback of customers you give

them a signal that you really care about

the market and they will believe you

next time when you tell them that

customer service and experience is

important and at the end of the day if

you do like 50 small things you create a

culture of can do you create a culture

where you really succeed and where you

create your own success and that becomes

a flywheel to improve your customer

experience even further effective

empathy 2024 will probably be the year

of the Breakthrough of real augmented

reality uh I think a lot of us are

looking forward to the release of the

Apple Vision Pro this crazy looking

device a little bit Spacey uh if you ask

me very expensive that's the downside of

it but this is enhancing this is giving

an entire Community the the possibility

the options to really create cool stuff

in augmented reality uh we're going to

see things that are increasing the

shopping experience like you can you

will be able to try things on virtually

and what we know if if people try things

on virtually in a qualitative way the

number of of returns of the fashion

company number of returns is reducing so

it has an economic benefit on the other

hand the entertainment options are going

to be

insane imagine a a team Park like take

Disney the the most boring part of going

to Disney is waiting in line it even if

they play all these cool M little music

teams it's still boring so imagine that

they have instead of a Magic Band that

they have magic glasses that you are

entertained while you're walking around

in those cues that could change things

forever think about the marketing

possibilities of personalized

advertisement think about the

convenience of giving people extra

information I mean I I would love to

have a glass or any device that like

with in a zoom meeting or in a teams

meeting that you actually see the names

of the people that are approaching you

so that you can instantly reach out to

them with their name so the

possibilities of creating like a virtual

layer on top of the real world that's

going to be interesting we're probably

not going to see the the final fin

device in 2024 but I'm convinced that

we're going to see a whole bunch of new

applications that will probably excite

us the rise of augmented reality in 2024

my

friends one of my wishes for 2024 is

that the HR department the people

Department of organizations that they're

more involved strategically in creating

a strong customer culture uh as you know

my latest book a diamond and the rough

is about building strong customer

cultures and I've written it from the

point of view of of senior leader of

marketing managers of small business

owners uh anyone basically working with

and for customers but there's so much

value that can be added from the

people's team from the HR team and I

think that they should be the they are

the most logical partner to create a

strong customer culture there there are

like six things that they can add value

in it's about hiring people with CX

potential I I talked with a two star

missionand Chef recently and he said

it's it's really tough to find the right

people I mean we have to take whoever

shows up basically and I told them I

said the bar for your experience is so

high how does that work how can you

deliver upon the expectations if you

just hire anyone he said well the the

minimum requirement we have is someone

needs to be friendly H from by by Nature

by Design if they're friendly we can

teach them all the rest so which

profiles do you hire that's that's the

first important part second is culture

and workflows that support a customer

culture what can you create in your

organization so that everyone knows what

their contribution is to the End

customer I don't believe in the concept

of internal clients um it doesn't work

and a company for me is not working for

each other a company is working for the

one client the one who pays the bills

the external client and all teams work

together to create value for that client

how can you install that mindset as HR

that everyone knows how they contribute

to creating value for customers

frictionless employee experience I've

been talking so often about removing

frictions from for customers well you

can do exact the same thing internally

the I mean if someone works in your

organization you want them to focus on

creating value for for customers right

that's that's what we do as an

organization from an HR point of view

you can remove as many frictions as

possible for employees so that they

focus their time on their job training

and learning um there's so many things

that you can do you can make a video

program with CX tips you can have great

education you can invite great speakers

to come and speak to your teams you can

let them coach each other but creating a

culture where people speak upon each

other and Coach each other on creating

fantastic service is really valuable and

that's something HR can do of course

employee well-being I mean the the

better people feel the more value they

will bring in the table you cannot

expect customers to be happy if your

employees are unhappy uh responsible one

of the key challenges for people's team

is making sure that your employees feel

good feel well so that they can use

their positive energy energy to create

value for that customer again and maybe

the last the sixth thing that HR can do

is facilitate the fact that as many

employees as possible go as close to the

customer as possible I'm not talking

about sales people service people

marketing people I'm talking about

everyone in your organization that has

no direct link with the end user you

know if you want to build empathy in an

organization for customers you have to

make sure that everyone hears the oo and

ass directly you have to make sure that

as many people as possible really go

forward towards that customer and from

CH point of view you can facilitate that

so there are like six important items

and maybe there more I'd love to hear

more from you guys but try to be a

strategic partner in building that

customer culture that's my wish for

2024 customer experience for Life uh

from customer focused to to life focused

um this is a topic that I'm super

passionate about how can you create

value in the life of people how can you

create positive change in the life of

people um this is like the crossroad

that marketing and customer experiences

at are we going to do whatever we can to

sell more stuff or are we going to be a

driver of positive change can we change

the life of people for for the better um

this is a discussion that happens in a

lot of organizations where you can ask

yourself should we go beyond banking

should we go Beyond Insurance should we

go beyond Telco and there are cases

where it works where a bank goes really

Broad and becomes a partner in mobility

and payments and housing and in some

cases it doesn't work so getting there

is very very difficult but there are a

lot of organizations that can let go of

their internal View and just ask

themselves for instance what is the

expertise that we have what is the real

expertise that we have internally what

is your expertise and can you translate

that expertise in something valuable for

a customer and how can you use that to

create value in their day-to-day life um

if you're a partner in life for

customers in when they're in moments of

need or when you can increase their

convenience vence or when you can

educate them when you can entertain them

in a different way where you go beyond

the core product of what you do you will

have a more indepth deep relationship

with them so I think we will need to

refocus our attention a little bit we're

too transactional focused we focus on

customer Journeys in customer experience

which is great and which is important

you need great processes and good

transactions but there's also the

emotional part where you go deeper into

the relationship where you try to build

a very strong in-depth relationship with

customers and that happens when you

contribute to the value in their life

using your strengths using your

expertise making a difference being

partner in life for

them the latest trust barometer from uh

from idelman showed that people actually

have most faith in businesses more than

in media more than in politics uh more

than in the government people look at

businesses to you know act in a positive

way to to increase value for them and

for society so I think what what's going

to be really important is to understand

that this trust needs to be reinforced

in the next couple of months um how can

you prove that you really care about

your customer it's going to be a

fundamental question what are like

symbols of customer experience of

Extreme customer experience that you

have that you really care about them

like if you're in if you're in food

retail the issue today in the world is

that prices went up so much that a lot

of people are suffering to buy good and

healthy food so I left this campaign

from Tesco where they asked Jamie Oliver

to come up with a bunch of recipes a

bunch of healthy recipes that are really

really cheap so they they're looking for

recipes that cost less than one pound

per serving but they're still healthy

and I love this and it's fantastically

done it's with beautiful pictures it's

very convenient you can push a button

and it's the items are on your shopping

list and then bring them to your house

so it's it's brilliantly done but it

also is a symbol of customer experience

because basically you're teaching people

how to buy cheap stuff and by doing so

you help them to eat in healthier way

because most of the time if people have

less money they go for unhealthy things

and this is helping them to turn that

around what what are your symbols of

Extreme customer centricity what do you

do to really show what is a symbol where

you show that you really care about your

customers so that the trust that they

have in businesses is something that

they can actually rely on how can we

confirm that trust is going to be

crucial in

2024 one of the most interesting markets

to look at I think is the already used

products Market secondhand Market the

pre-loved market is what we can call it

I mean if you look at what's happening

in the fashion industry it's really

significant to see how many people buy

secondhand clothes already used clothes

clothes that get a second life uh you

have companies in Belgium like ybc you

have Fu and friends that really focus on

this we also have by big platforms uh

Vinted for instance where you can really

get a lot of stuff at a cheap price and

products are giving a second life and

for consumers it's a double win it's a

cheaper product that you buy and it's a

sustainable decision that you make so

it's a double win which feels good for

consumers so this Market will increase

which means that if you're not

originally in this market like those

digital platforms you will probably have

to double down on this and and see how

you can really create value here for

your customers following this train

doing it in such a way that it's

believable that it's a significant part

of your business and that you join that

that

Trend there was a study in uh hbr a

couple of years ago where they looked at

the time consumption of CEOs uh and the

conclusion was that 3% of the time of

CEOs was spent with customers so that's

that's not too much 72 was spent in

meetings and then it was a little bit

scattered but 3% with customers so what

I really hope in 20 2024 what will

happen is that many CEOs themselves

become friction Hunters that they try

out their own products in a very

in-depth structural way and that by

doing so that they don't come up with a

bunch of new strategic projects but that

they come up with small changes with a

significant impact like Brian cheski the

CEO founder of

Airbnb during 2023 he stayed in his own

properties that he rented through his

own platform for 6 months and he

discovered a whole bunch of things that

he wasn't aware of and he came back B

back in the office and said these are 50

things we need to change all small

things but it will have a significant

impact and and you see this more and

more if you go through your own

processes if you try out everything

yourself you always bump on things that

you say well this this doesn't make

sense and I think it's it's super cool

if you invite the CEO of your company

you show them this video and you say

dear CEO I would love you to become a

friction Hunter just spend a few days a

few hours maybe a few months trying out

your own product uh if you have stores

if you're in retail go to the store for

for two weeks or one day every two weeks

or something like this if you're in food

make sure you try out all your own

products and that you go through all

ordering mechanisms that you have if

you're in a bank that you try out all

these things yourself I mean the closer

you are to the market the more

information and more empathy you have

for your customers so an invitation for

all CEOs to become friction Hunters

themselves in

2024

so my friends this was my CX trends for

2024 video I hope you enjoyed it thank

you for watching please share it with

your network show it to your colleagues

subscribe to my channel and I really

hope to see you again in 2024 for new

videos see you then and have a happy end

of year happy holidays

bye-bye