Traditional CX technologies have already reached market maturity and are widely deployed. However, new emerging CX technologies are expanding fast and growing with more complexity in the last years. Social, mobile, voice, AR/VR or IoT aspects have driven a significant change in the concept of content. The growth of user-generated content will cause a big shift in innovation in the CX field as of 2020, with new emerging services.

Customers still want the same things: Simplicity, convenience and personalisation

With traditional technologies, we can ask the user to fill in a form and thus have a profile with his preferences and some personal data such as family or profession. This approach was the traditional way of guessing what the user wants.

Today we can complete user profiles from the following sources:

  • Gathering the check-ins at restaurants
  • The likes in social networks
  • Understanding the comments in public sites
  • Reading the data about the routes in mountain bike
  • The shoes used for running
  • Etc. 

And the user does not have to fill a form to give us this information, we gather it from all the activity reported in public services. 

But we can go beyond: 2020 is going to witness 20 billion "things" connected to the Internet (Gartner). These "things" are not only general purpose devices, such as mobile devices, smartwatches and computers; objects like connected freezers, speakers, connected cars, TVs, etc. are also playing an essential role in the profiling work. Every single electronic device can be today connected and provides information about our users. In real-time, 24/7, accurately.

So we can have a live context that opens the door to the in-moment personalised services.

For example, a woman is in this GPS position. She has not had lunch and she likes pasta. She went running this morning (456 Kcal spent), and she has no meetings until 3 pm. The car speaker says:

"Would you like me to make a reservation in Il Pomo Doro, your favourite pasta restaurant five minutes away from here?" "Oh yeah!"

We know that context is key, but today we can be flooded by an unmanageable amount of data. Big data analysis of all those connected devices to offer real-time, relevant and valuable propositions is now essential.