Customer Experience in 2024: The Year in Review

When it comes to customer experience in 2024, the past 12 months have been a journey of transformation; due in no small part to the continued evolution of AI and its applications within the industry. It was the year that companies recognised that AI had very real business benefits in terms of the customer experience. In the course of the testing, implementation and analysis that went on to improve the customer experience in 2024, CX leaders discovered that they could trust AI to deliver on what it promised. Here are a few of the trends we saw:

One of the benefits AI brought to contact centres was automation. In one survey, 80% of respondents said that process automation was the most popular use of AI in contact centres. AI tools took over repetitive tasks and resolved basic queries to free up human agents to focus on more complex customer interactions. Along the way, businesses realised the benefits in terms of increased efficiency, response times and a corresponding decrease in error.

The global chatbot market is growing rapidly and valued at $15.57 billion in 2024. Chatbots and virtual assistants have become more sophisticated than ever. They have become more effective as self-service options, with the ability to predict customer need, personalise the customer journey and provide proactive solutions.

We’ve also seen a growing trend in the use of voice-assisted chatbot technology offering seamless, hands-free experience across multiple channels – all of which has led to higher levels of customer satisfaction.

The critical importance of data for insights and decision-making has become clear in 2024. As organisations put this data to use in understanding customer pain points and expectations, contact centres, as well as other business functions were able to respond accordingly, tailoring products and services, as well as work processes, to boost customer satisfaction and retention rates. This all points to companies investing more in data in 2025.

One area that really stood out in 2024 was predictive analytics. Using historical data, statistical algorithms and machine learning, these tools allowed businesses to forecast trends and behaviour, pre-empting issues before they arise. As well as driving improved decision-making, the outcomes were minimised customer frustration and a smoother customer journey.

Customers have been able to reach out by their preferred means for some time now, whether that’s phone, email, chat or social media. But, in 2024, the omnichannel experience became more visible, consistent and seamless thanks to the latest CX solutions. Agents now have a 360-degree view of interactions and can provide a more personalised service and quicker resolutions. The emergence of new channels is expected in 2025, so it’s good to know that integrating these and scaling for demand has become much simpler.

While AI made all the headlines for what it could do for the customer experience in 2024, at the same time, it highlighted the continued relevance of the human touch. AI proved it could handle routine tasks, but couldn’t replace human empathy. Businesses are now investing in training initiatives and tools to help agents understand and respond to customer emotions more effectively.

In 2024, 82% of customers say personalisation drives brand choice. Customers expect highly personalised experiences based on their needs and preferences. And here again, AI comes to the rescue, providing solutions that making the customer feel unique and valued. Just putting the customer’s name at the top of an email isn’t enough anymore. AI uses data to spot patterns that predict customer behaviour and expectations, enabling hyper-personalisation – a must-have strategy for improving the customer experience in 2024.

2024 highlighted the importance of leveraging new technologies to create efficient, personalised and intelligent customer experiences. It was the year that AI delivered on the hype. Look out for an upcoming article on what we can expect to come in 2025.

In the meantime, get in touch with a representative at Digital Well to discover what the latest CX solutions can do for your organisation.