The speed and security of customer interactions have become critical components in the digital economy. Businesses face mounting pressure to utilise real-time data to enhance customer experiences and uphold trust and integrity.

This blog dives deeper into the evolving CX landscape using insights from Zendesk’s CX Trends 2024 report to offer a nuanced view of how businesses can effectively use data to forge stronger customer relationships.

We also consider our latest report, Maximising the Value of Customer Data with a Customer Data Platform. Download here.

Trend 1: Real-time Data is Essential for an Instant Customer Experience

The increasing consumer demand for immediacy in interactions is pushing businesses to leverage real-time data more effectively. Real-time data allows businesses to tailor interactions precisely when the customer engages, turning each touchpoint into a personalised experience that anticipates the customer’s needs and preferences.

62% of CX leaders feel they are behind in providing more instant experiences. – Zendesk CX Trends Report 2024

However, aggregating real-time customer data is not easy. In fact, many CX leaders feel they are falling behind with instant customer experiences. Our latest report explores this challenge and proposes that Customer Data Platforms be the solution. These platforms can capture and analyse data across customer interactions to offer instant, actionable insights. For instance, if a customer frequently checks prices for specific products, a CDP can prompt real-time notifications about price drops or related promotions, enhancing the likelihood of conversion.

Trend 2: CX Leaders are the New Drivers of Data Privacy

As personalisation deepens, so does the concern for privacy. According to the Zendesk report, 77% of CX leaders now see safeguarding customer data as a crucial part of their role, reflecting a significant shift towards prioritising data security in CX strategies. This heightened responsibility underscores the need for transparent data practices that reassure customers about the safety and use of their information.

83% of CX leaders say data protection and cybersecurity are top priorities in their customer service strategies. – Zendesk CX Trends Report 2024

Our latest report dives into data privacy and the necessity of robust data management systems to strengthen privacy frameworks. These platforms organise data effectively and ensure that all processing aligns with global privacy standards. For example, a customer interacting with a digital marketing campaign expects not only relevance and personalisation but also reassurance that their data is safe. Here, CX leaders can use CDPs to provide that assurance, ensuring that every digital interaction respects customer privacy and complies with applicable laws, thereby building deeper trust.

Trend 3: Security is a Big Part of the Customer Journey

Security is no longer an afterthought but a fundamental aspect of the customer experience. According to Zendesk, 74% of CX leaders report having detailed strategic plans to counteract digital deception and fraud. This marks a shift from viewing security as an optional add-on to recognising it as key to maintaining trust and preventing fraud.

56% of CX leaders admit their organisation experienced a data breach or a cyber attack targeting customer data in the past year. – Zendesk CX Trends Report 2024

Robust security protocols are more critical than ever, partly because of the increasing sophistication of cyber threats and the higher stakes in protecting sensitive customer data. As businesses collect and store more personal information, the potential damage from data breaches grows, making security a key concern for compliance and customer confidence.

Our report echoes this sentiment by showing how security can seamlessly integrate with customer data management to provide a secure yet fluid customer experience. For example, using encrypted data storage and secure data transmission ensures customer information remains protected across every touchpoint, from account creation to transaction and customer support. This comprehensive approach to security protects the data and builds a foundation of trust, as customers recognise and value the commitment to safeguarding their personal information.

Building Data-Driven Customer Experiences

Integrating real-time data analytics, enhanced data privacy protocols, and comprehensive security measures reshapes how businesses interact with customers. By drawing on the insights provided by Zendesk and redk, businesses can implement strategies that meet and exceed the modern consumer’s expectations for personalised and secure interactions. These practices are about technological investment and building a culture of trust and responsiveness that can significantly elevate the overall customer experience.

Check out our blog post on another CX Trend: AI and Intelligent Experiences.