September 15, 2021

Top 5 CX Trends Influencing Your Support Organization Today

In the world of customer service, your customers are the real drivers of your business. They’re the ones who can make or break your quarters and they’re the ones who can tell you exactly what they’re thinking about your organization and the interactions they’re having with it. 

With more and more companies investing in and putting an emphasis on customer experience, it’s clear that we’re on our way to revolutionizing interactions between customers and businesses especially in the support and sales world. Investing in CX means thriving in your space since 59% of consumers now say their customer experience will play a larger role in the companies they support or purchase from. 

Did you know that customer experience has now become a key brand differentiator

This means if you’re not offering seamless processes for your customers and great brand interactions, then someone else is. These days it only takes one bad experience to send roughly 50% of your customers to your competitor, so the time to invest in CX is now. 

Whether you’re looking to improve customer metrics, increase retention, or bring in new customers, there’s a lot driving the need for change in the customer experience you offer. 

As you seek out to implement change in your CX, there are many customer and customer experience trends influencing how customers want to be treated and what they expect of an organization. Here are the top 5 CX trends you should keep top of mind as you build your CX strategy within your support organization. 

Fighting for Positivity 

No one wants to do business with a company that provides bad customer service in any form. In this digital age the ways in which we can interact with customers is always growing and because these channels change, the interactions that are occurring will often lack empathy.

Without providing customers with positive, personalized experiences where they feel understood and heard, customers will end up feeling unsatisfied with the interactions they’re having with your org leading to disloyalty that sends them to your competitor. 

Did you know that nearly three out of five consumers say good customer service is key for them to feel loyal to a brand? And if you’ve ever heard of the peak-end rule, you’ll know that customers tend to only provide feedback at their highest emotional states, whether that’s in being very happy with your org or very unhappy. 

Providing great customer service begins with providing the empathy customers wish to feel through your support agents. 

They want to know that you feel for them and their needs at that moment. Empathy can also make it so customers feel like they’re being taken seriously and like you’re doing everything in your power to resolve their issue. 

Training agents and to provide positive customer support and show more empathy through their interactions can keep customers coming back and spending more. 

Customer support that leaves customers unsatisfied can lead to low CSAT scores and ultimately have a negative impact on your customers’ sentiment toward your company.

As you build out a customer experience strategy that leads to more positive customer interactions, keep in mind the desire for positivity throughout customer touchpoints. 

The Need for Omnichannel support 

We mentioned that in this digital age, customers are using more channels to interact with your brand. The same goes for customer support interactions. 

Customers are now tagging brands on socials, emailing, calling, and even texting them when they have support needs, bad interactions, or praise to provide. Even 35% of customers expect to be able to contact the same customer service representative on any channel. 

Because customers are talking on more channels, information needs to be passed along seamlessly to remove redundancies in customer experiences. 

If your organization has yet to adapt or focus on omnichannel communication, now is the time to implement and move forward with it. True omnichannel communication allows for the deliverability of a seamless and consistent experience across a variety of communication channels. 

We hear from people all the time that customers become frustrated when they have to repeat themselves and their issue over and over again just to get a resolution. These frustrated customers are a direct result of lacking omnichannel communication. 

One way you can connect communication channels and enable better communications across multiple channels is by implementing customer support AI that allows for seamless interactions between agents and customers. AI can make it so customers don’t have to rehash their issue multiple times and instead the agents passing along the issue are aware of what is going on. 

If you’re looking to improve CX and the way your organization does customer support, you’ll want to adapt to omnichannel support. You’ll remove frustrations and make for seamless interactions that allow for increased customer satisfaction. 

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Online Sharing 

When’s the last time you publicly (on social media) complained about an interaction you had with a brand? 

Sometimes, people are so frustrated that they need to share what’s going on with someone. And if you’re lucky, you actually get a response from their support team or someone else who can help you. 

You should be well aware of how much customers like to talk. They’ll share their good experiences and bad experiences and most things in between, but usually it’s the extremely good or the extremely bad you’re hearing. In fact, 36% of customers will share their customer service interactions, whether good or bad. 

Providing positive customer interactions and experiences is worth the return on investment to make the interactions good. 72% of customers will actually tell six or more people about their positive experiences while 13% will tell 15 or more if they have bad or negative experiences. And did you know that 87% of consumers rely heavily on the reviews they see online for a specific brand or company? 

Online sharing is important in the world of CX because sometimes you want to rely on word of mouth to spread information about your organization—but maybe just the good stuff. 

Working to improve your customer experience can benefit you when it comes to online sharing because customers will then share what is good and positive about your organization. When it comes to customer support, people are very vocal on social media channels such as Twitter and Reddit where they can tag companies directly and rally the troops to put brands on blast for the poor interactions they may have provided. 

People Want to Self-Serve

Your customers want to be able to self-serve when it comes to getting customer support. 

How do we know? 

Studies show that 69% of consumers usually first try to resolve their issue on their own, but less than one-third of companies offer self-service options that actually get them the resolutions they seek. 

With 28% of customers saying the most frustrating issue is not being able to find information on their own, it’s clear that a simple way to improve your CX would be to enable better self service when it comes to customer service. 

Having proper documentation in place for frequently asked questions or processes that people constantly need to go through can help you build a better knowledge base which can in turn make for better self service for your customers. 

Self service in customer support is usually provided through robust knowledge bases or through providing automated responses through email contacting or a web widget. 

Your knowledge base is the king of helping with self-service. Through building out knowledge articles you can provide a viable solution to simple customer inquiries. 

You might be of the mind that great customer service can only be achieved through human interactions, but that’s not the case. As long as your team has put in effort to provide the resources customers need to get customer support issues resolved, you’ll know that the help they’re getting is actually human-backed. 

The benefits of robust self-service options include improving your customer experience, seeing an increase in sales, and discovering lower support costs. According to HBR, with self-serve options, teams can help swaths of customers at a lower cost than having a person walking through the support. 


As you look to improve your overall CX, improving self-serve options through the help of AI would be a great option for your team. 

Thinking About Your Agents 

One problem plaguing many contact centers and customer support teams is the plain difficulty of the customer support agent job. 

Put yourself in an agent’s shoes—they’re dealing with a customer queue that is miles long every single day. They sometimes don’t know the answer to a customer query or they need time to find the answer. Sometimes they’re manually routing and labeling tickets even, making it so they spend a majority of their days doing mundane, repetitive tasks instead of getting to tickets that need more effort to solve. 

In fact, customer support centers have one of the highest turnover rates with a churn rate of nearly 40%. And did you know that the cost of replacing a frontline employee is typically 20% of a full salary? Like many others, your contact center is likely burning through employees and one thing you can do to change that is invest in your employee experience. 

You’re already trying to invest in your customer experience, which is great. But a big piece of improving that CX is to invest and look out for the employees who make those great customer experiences happen. 

In order to facilitate a great employee or agent experience, you need to provide better tools and software, create better training, and offer feedback that is tied to the actual work your agents are doing. 

When employees feel empowered to do their job well you see results, especially in the contact center world. 

Using AI to Influence The Rest 

There’s a lot that goes into creating seamless processes and customer experiences for your customers. You’ll need to take into consideration how the things you’re working toward will ultimately affect each other.

Your efforts will pay off in the long run, in fact the Temkin Group found that companies who invest in customer experience can see, on average, a doubling of their revenue within 36 months. 

With CX now playing a key role in driving customers to their businesses, the desire to create better interactions with customers will continue to be at the forefront of support leaders’ minds.

If you’re looking for a tool that can easily implement into your helpdesk, help you create better interactions with customers, and remove redundancies and repetitive work, then you need AI for customer support to help you enhance your CX.

Customer support AI has helped companies deflect up to 40% of their support tickets as well as reduced agent time spent on tickets by 20%. Help your agents provide better support by providing them with the tools they need to provide that very support. 


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