Predictions 2014: Customer Experience

Customer experience (CX) made big news in 2013, with firms investing big bucks in boosting their CX efforts and cringe-inducing failures making international headlines. In 2014, expect two dominant trends to emerge as CX continues to gain public — and C-suite — attention: The majority of companies will stay in the repair phase of the customer experience maturity model, making incremental improvements with renewed enthusiasm for customer journey mapping, personas, and measurement programs. But a handful of market leaders will go for the jugular, investing heavily in ethnographic research and Internet-of-Things technologies in a bid to make CX innovation more science than art.