Unveiling CX Trends: Insights from Our Exclusive Event with Zendesk

It’s been almost a month since our latest event, held in partnership with Zendesk at the Porsche Experience Centre in Silverstone.

On 1st February 2024, we had the pleasure of bringing together some of the most influential CX leaders and decision-makers in the sector. Together, we explored the latest customer experience (CX) trends and how they're reshaping customer service.

We kicked off the day with a session delving into Zendesk's recently published CX Trends 2024 Report and its three key drivers: AI and Intelligent Experiences, Data and Trustworthy Experiences, and Next-Gen and Immersive Experiences. We explored everything from personalised journeys powered by cutting-edge AI to the effectiveness of evolving chatbots.

Our panellists — Louise Broomhall, Customer Service Manager at Silverstone; Chris Allen, Head of Business Technology at DFS; and our very own Russell Attwood, CEO at Route 101 — each shared insights on staying current, redefining CX, and creating interactions that are both intelligent and personalised.

While discussing Next-Gen Experiences, there was a notable emphasis on a shift in the future of shopping, driven by customers' increasing demand for better service and exceeding expectation. Fortunately, with the availability of new tools and technology, meeting these demands is becoming increasingly feasible.

This point was further illustrated by Silverstone Circuit when discussing how its team utilises Zendesk Enterprise Suite to manage all incoming customer enquiries. Their adoption of emerging tools like knowledge articles has led to a reduction in tickets, enabling customers to self-serve, and has gained positive feedback from agents regarding their improved workload.

Another standout point was the role of AI in enhancing user experience for tailoring and adding a human touch to interactions.

A significant 59% of consumers anticipate that AI will revolutionise their interactions with companies in the next two years.

The DFS team is already observing this change and is actively adapting to it. They've begun giving their chatbots distinct personalities and names that are relatable or human-like. This approach aims to make users feel more at ease when engaging with the chatbot, ultimately leading to a more enjoyable interaction.

The discussion ended with an emphasis on how

56% of CX leaders believe their customer service is suffering due to the lack of Generative AI tools in their current setup.

Route 101 highlighted that while having the right technology is important, it's just one aspect of the solution. Equally vital is successfully integrating platforms, extracting data effectively, and ensuring that the individuals using these tools feel comfortable and confident with them.

If you couldn't attend this event but are eager to find out more how CX trends impact the marketplace and your business, don't hesitate to reach out to our team today. Plus, if you're interested in joining our upcoming events, be sure to visit our website for more details. The next one on the agenda is the T&I Group meeting – make sure you don't miss out!