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When Is Chasing CX Trends a Waste of Time? What Do We Do Differently?

At the start of every year, something strange happens. 2024 was no different. Every January, articles are published predicting the most important themes of what will be “yet another fantastic year for Customer Experience”.

Articles with catchy titles like:

  • “10 Global CX Trends Emerging That One Shouldn’t Ignore.” 
  • “The Future of Customer Experience for 2024” 
  • “CX Technologies That Will Dominate Your Industry in 2024″ 
  • “Blah Blah Blah”

I’m not challenging the importance of CX or the fact that it has a great future. That is the one thing that is given.

My challenge lies in what happens if we follow the predicted trends.

It’s not that they are untrue. Of course, trendy new technologies such as AI in all its forms are going to have an impact.

My problem is that the predictions create a business focus that takes us to the wrong places.

Technology is not the problem, and by itself, it’s not the answer.

The Overwhelming Evidence

There is plenty of evidence to show that trends are taking us in the wrong direction. If this is untrue:

  • Why is Customer Experience globally mostly static or in decline in many developed nations? Statistics indicate a 4% decrease from 2022 to 2023.
  • Worse still, why is customer service in definite decline? Statistics indicate a 57% decrease from June 2023.

You can see the statistics hinting that something is missing. Shouldn’t we be answering the questions that would reverse these statistics?

Great Customer Centricity starts by asking the right questions – NOT by following what others say about the future. 

Below are some starters. If you are effectively answering 80% of these, then you are at the top of your industry.

Isn’t that where we should aspire to be?

I will expand on these questions in future articles.

Charles Bennett

Founder & CEO. Charles is an acknowledged leader in customer-driven performance change using both best practice and emerging next practice perspectives. He leads, mentors and coaches in both strategic and operational initiatives. A strong believer is the potential for "supercompany performance" he innovates using next practice thinking and methods to enhance the business. He researches heavily to retain his reputation as a thought leader, which he has applied across 40 countries, multiple sectors and companies such as Citibank, Nielsen, Microsoft, Vodafone, Tracker and governments in Middle East and Asia. Contributes to business journals and often invited as a speaker or chairman to events all over the world.