Every year, our tradition is to consult a multitude of trend reports, covering a wide range of business sectors, in order to anticipate shifts in consumer expectations and behaviors. Staying at the forefront of trends is not only what inspires us; it is above all a crucial element in supporting our clients in an ever-changing environment (V.I.C.A.: Volatile, Uncertain, Complex, Ambiguous) and fueling their ambitions, whether through aninnovation scan (monitoring relevant innovations based on journeys and processes) or to establish a company development strategy using foresight methods.
Anticipating possible futures, from the probable to the desirable, allows you to prepare for emerging trends, anticipate shifts in consumer expectations and behaviors, and innovate to create value.
The year 2024 looks rather uninspiring from an economic perspective, with weak, if any, growth, which is increasing fierce competition (what one gains, the other loses). This situation, combined with rising interest rates, limits companies’ investment capacity and may force them to prioritize frugal innovation. The labor shortage that has affected recent years is also having several effects, and we are seeing an overall decline in service levels (fewer points of sale, reduced opening hours, longer waiting times, etc.). In addition, customers are expressing growing distrust and concern about greenwashing, the cost of living, the potential misuse of artificial intelligence, fake news, and online reviews.
Our 2024 trend analysis, following the reading of more than 200 international reports, enabled us to examine weak signals to watch closely and identify actions for business change agents (internal innovators who challenge the status quo to promote open, human-centered innovation).
In our view, the major theme of 2024, in a world where the distinction between reality and fiction is becoming increasingly blurred, is obviously:
THE COLLECTIVE NEED FOR TRUTH
From this theme, 5 trends were identified:
TREND #1 - THE GREAT FATIGUE
In September 2023, the search“I am Tired” reached its peak on Google.
Around the world, we can observe a growing concern for mental health and the pursuit of well-being in response to general fatigue. Indeed, our era is characterized by hyper-connectivity and high stress levels, leading to a significant increase in mental health issues among many individuals. A worrying fact is that 25% of the world’s population suffers from mental health problems, a proportion that rises to 46% among Generation Z. In addition, recent global crises affecting businesses, governments, the environment, and individuals have further intensified the search for simplicity in a world full of complexity. Faced with these realities, a growing majority of individuals are prioritizing their mental health and quality of life over their career ambitions.
On the other hand, there is one topic on everyone’s lips that could have become a trend in its own right: artificial intelligence (AI). While it is on the verge of transforming our society, it also seems to be contributing to intensifying the general fatigue people feel. Thus, there remains strong ambivalence between awareness of the benefits it brings and concerns about its drawbacks. Is AI a friend or an enemy in the fight against fatigue? We want it as a friend for its ability to make everyday life and certain tasks easier. On the other hand, its rapid development calls for legislation and oversight to ensure safety.
So, no time to rest on our laurels, here are three tips to help you reduce fatigue among your customers:
WHAT IF WE REALLY SIMPLIFIED CUSTOMERS’ LIVES
Create experiences that reduce effort for your customers and employees. Are your experiences simple and intuitive, or would you describe them as the 12 labors of Asterix… Not sure? Experience your journeys yourself and listen to your customers (the famous Customer Effort Score - CES). Map your experiences using customer journeys and identify complex interactions or those that generate dissatisfaction.
HUMAN VERSUS MACHINE: AND WHY NOT BOTH
Why not combine human intuition and empathy with the efficiency and speed of artificial intelligence to create more effective experiences? Assess how synergies between humans and machines could radically transform the customer experience, making every interaction smoother, more personalized, and more satisfying. You can also embrace the “Human-as-premium” trend by developing new value-added services (and profitable for the company) to meet the needs of certain consumers.
PREVENT INSTEAD OF CURE
Companies are quick to bombard us with reminders (often humorous) about items left in our shopping cart, in the hope of turning our hesitation into purchases. Why not apply this creative and proactive strategy to after-sales service by developing personalized and engaging customer follow-ups: confirming satisfaction, offering tailored support for product use, and anticipating problems by alerting customers with tact and foresight? Such an approach (supported by AI) could not only strengthen loyalty, but also support after-service, which is itself an integral part of the customer experience, turning after-sales into a privileged moment of exchange rather than a mere functional follow-up.
TREND #2: THE NEVER NORMAL
After the many mentions of the “new normal” at the end of the pandemic, we realize that there will no longer be any normality. In this era of constant change, the ability to be agile and pivot quickly while maintaining a long-term vision is essential. Customer expectations for exceptional service at all times are constantly growing. To meet these demands, resilience, adaptability, and proactive anticipation are imperative.
The professional landscape is also undergoing a profound transformation, shaped by the labor shortage and advances in AI. According to a study, 87% of CEOs expect job roles to be augmented rather than replaced by generative AI. The talent war is over; we are now in a skills war: companies are beginning to prioritize employees’ skills over their formal qualifications and degrees. As a result, companies will invest in upskilling and professional retraining to retain and develop talent. In this skills economy, we anticipate a revolution in the education sector, where “up-skilling” and human creativity will become central.
Thus, in this era of the never normal, here are new skills to develop:
MASTER THE PRESENT TO PIVOT WITH AGILITY
Deeply understanding your company’s customer journeys is crucial. This means you must not only align your processes with your customers’ needs, but also be ready to adapt and respond with agility to change. Such understanding gives you a precise roadmap, detailing the necessary adjustments—whether in processes, teams involved, or technologies—to stay aligned with your customers’ expectations. This ability to pivot quickly and effectively positions you advantageously in an ever-changing environment, ensuring you avoid the pitfalls these changes can create in the customer experience.
INVOLVE EMPLOYEES TO NAVIGATE CHANGE
Actively involving employees in co-creation is essential to identify current challenges and envision innovative solutions. By engaging them directly in the ideation and problem-solving process, you leverage their expertise and unique perspectives, enriching the innovation process and increasing the chances of successful change. In a world where the “never normal” becomes the norm, this collaborative approach proves particularly effective in facilitating adaptation to change. It creates a sense of belonging and value among employees, motivating them to fully invest in implementing solutions. In short, engaging your teams in co-creation is a winning strategy for turning challenges into opportunities and navigating an ever-evolving environment with agility.
ADOPT A DIFFERENT APPROACH TO PROJECT MANAGEMENT
In today’s VUCA environment, marked by volatility, uncertainty, complexity, and ambiguity, adopting a traditional project management approach is no longer enough. It is imperative to turn to “innovative project management” methodologies that prioritize agility, flexibility, and responsiveness. This new approach must promote adaptable planning, rapid decision-making based on up-to-date information, and increased collaboration within teams. Unlike conventional methods, often rigid and linear, innovative project management makes it possible to navigate the “never normal” effectively by anticipating change rather than reacting to it. By integrating principles such as rapid iteration, stage-gates, continuous feedback, and adaptability, organizations can turn uncertainty into competitive advantage, driving their projects toward success in a constantly evolving world.
TREND #3: THE MASKED BALL OF DATA
We have been talking about it for a long time, and this year will finally mark the end of “cookie” data. Companies now find themselves in a position where they ask permission to access users’ data, exposing them to a plethora of pop-ups, often a source of frustration for everyone. Users are torn between enthusiasm for the benefits of AI, especially personalized communications, and concern about the use of their personal data. While Web3 promises stronger user control over data, it is currently being outpaced by the rapid development of generative artificial intelligence. In a world where technological advances are rapid, failing to keep up and accumulating technical debt can have enormous impacts.
With data transparency, consumers are becoming increasingly demanding. According to a study, 32% of customers (up 3% since 2022) are frustrated by receiving messages that do not recognize their purchase history or loyalty, and 49% are frustrated by receiving irrelevant offers. They are tired of poor personalization, and to counter this, companies must rely on robust infrastructure and proven methods. Personalized advertising will be key to remaining relevant because, indeed, whilemore than 60% of US consumers found customer reviews useful in 2019, this figure fell to around 40% in 2023. Moreover, loyalty programs, which make it possible to collect customer data, face a need to go beyond transactions in creating value, by offering concrete benefits or incentives for more responsible behaviors, for example.
So, don’t give up, and join the data ball:
REINVENT LOYALTY PROGRAMS TO OFFER MORE THAN TRANSACTIONAL REWARDS
Develop loyalty programs that reward customers not only for their purchases, but also for their engagement with the brand, such as participating in surveys, sharing feedback, or adopting sustainable behaviors. Introduce rewards that offer an exclusive experience or privileged access, such as personalized consultations, special events, or previews of new products. Use the data collected through these programs to refine personalization even further, creating a virtuous circle that strengthens engagement and customer satisfaction.
CREATE AN OPTIMIZED CONSENT EXPERIENCE
CX experts can work hand in hand with IT and data management teams to design a consent experience that is not only compliant with regulations, but also intuitive and enriching for customers. The goal is to turn consent into a positive interaction by highlighting the added value that data sharing brings to the customer, such as personalized recommendations, tailored offers, and an improved user experience.
REBUILD TRUST BY ACTING ON CUSTOMER REVIEWS
To restore trust in online reviews, companies must adopt an approach based on authenticity, transparency, and concrete action. Make sure all reviews are authentically verified and commit to responding to them. More importantly, establish a complete feedback loop within your organization to turn customer reviews into real product and service improvements. Acting on feedback, rather than simply collecting it, demonstrates a genuine commitment to excellence and customer satisfaction, thereby strengthening overall trust in your brand.
TREND #4: THE AMBIVALENCE OF DEGROWTH
One of the major challenges in our society lies in the global consensus on the urgency of climate action and the need for degrowth. Many people are changing their habits to be more environmentally friendly, but they want sustainable solutions to be simple and easily fit into their daily lives. In addition, because of greenwashing and general inaction, only 20% of consumers trust companies when it comes to sustainability.
However, this trend should not come at the expense of consumers. Indeed, many companies are being pushed to cut costs because of inflation and, whether voluntarily or not, pass the bill on to customers by raising prices or reducing quality or quantity, notably through practices such as “shrinkflation,” “skimpflation,” or through the rushed use of AI, which can reduce the quality of the customer experience. It is important to help consumers find a balance between responsible consumption, satisfying their desires, and their budget.
In a context of budget constraints, make your CX and/or Innovation practice an ally for your organization
BE THE CHANGE AGENTS TOWARD MORE SUSTAINABLE PRACTICES
Companies can play a key role in encouraging the sharing economy, thus offering consumers concrete ways to adopt more sustainable habits. By integrating solutions from the sharing economy into their offer, they respond to the growing demand for eco-responsible consumption, while aligning with the values of sustainability and the circular economy. As CX or Innovation experts, you have the opportunity to guide your organization through active listening and a precise analysis of consumer needs and expectations on these topics. Through transparent communication and education, support customers in the changes that more responsible consumption can bring, highlighting the long-term benefits for them and for society. This will foster broader and deeper adoption of sustainable consumption practices.
CX STRATEGY AND SUSTAINABLE DEVELOPMENT WITH GREENPRINT CUSTOMER JOURNEYS
Interface&co has developed a unique approach in close collaboration with our ESG expert partners: GreenPrint Customer Journeys. This exclusive methodology aims to infuse sustainable development at the heart of your customer experience (CX) strategy. By adopting GreenPrint Customer Journeys, your company not only demonstrates deep commitment, but also strengthens the trust of your consumers. Through this approach, you significantly improve the customer experience by aligning your business practices with the principles of sustainable development, thus setting your brand apart in an increasingly sustainability-conscious market.
HELP MAKE THE RIGHT DECISIONS WHEN COST REDUCTION IS NEEDED
Does your company need to reduce costs? Customer journeys, supported by service blueprints (processes), can prove to be useful tools to help you assess which services could be reduced without harming the customer experience (or even improving it). Indeed, your analysis of the different interactions will allow you to assess their efficiency and see whether “smart” savings could be achieved without reducing satisfaction.
TREND #5 : BUILDING THE FUTURE TOGETHER
The call for unity, solidarity, and collaboration will take center stage, as this year will mark a turning point for global leadership, with elections scheduled in 40 countries, including the United States, Russia, Ukraine, and the United Kingdom. It is becoming imperative to share resources and create new personal and community spaces to address resilience challenges linked to climate change. Individuals are actively engaging in the creative process, driven by the desire for connection and contribution. The solution to the global polycrisis lies in a collaborative effort, with a systemic approach and collaborative foresight, both essential for future planning and balancing current and future needs.
In the current context, the ecosystem is not just one component of business strategy; it is its very essence. Collaboration with the ecosystem, particularly through open innovation, is becoming crucial. Companies are seeking to optimize their results by fostering synergy between humans and technology, establishing partnerships to create value, and leveraging emerging tools for a better understanding of their customers. Redefining omnichannel, placing the customer at the heart of digital transformation, is becoming imperative. However, fewer than three organizations out of ten are leveraging shared and integrated technological capabilities to innovate with their ecosystem partners, despite the fact that 65% of executives believe they could access more skills within their ecosystem.
Thus, as a CX or Innovation expert, open yourself up to endless opportunities:
CULTIVATE COLLABORATION WITH YOUR ECOSYSTEM
Identify and understand all stakeholders, including suppliers, customers, and even competitors. Build strong relationships with them to develop your collaboration management skills. Organize regular meetings, workshops, and co-creation sessions to stimulate collaborative innovation.
EXPLORE OPEN INNOVATION METHODS
Adopt open innovation practices by sharing resources with other players in your ecosystem or by “excubating” some of your challenges (contact us for more information on our excubation services). By collaborating, you can harness collective potential to innovate more effectively.
ADOPT A CUSTOMER-VIEW OF THE EXPERIENCE
To ensure an exceptional customer experience, explore all interactions in the customer journey, whether with your company, other partners, or different units within your organization. This means understanding how customers interact across their entire journey. By identifying touchpoints and fostering internal and external collaboration, you will be able to solve problems more effectively, share knowledge and resources, and deliver a smooth and consistent customer experience. This cross-functional perspective strengthens overall customer satisfaction (for example, the insurance claims process including interactions with a mechanic, or the different interactions when a loved one dies).
In light of these trends, what actions should be taken today?
In the current economic context, we have identified a few avenues for embracing the changes ahead:
1. SIMPLIFY YOUR CUSTOMERS’ EXPERIENCE
To reduce customer fatigue, simplify your processes and interactions. Identify and eliminate friction points, focusing on ease of use. Adopt artificial intelligence solutions to improve efficiency while maintaining a human touch. Anticipate customer needs by offering proactive and engaging after-sales service.
2. USE YOUR CX PRACTICE TO MAKE YOUR ORGANIZATION MORE AGILE
In an ever-changing environment, practice agility by deeply understanding customer journeys. Adapt quickly to change by aligning your processes with customer needs. Actively involve your employees in co-creation to solve problems and innovate. Use innovative project management methodologies to anticipate changes rather than react to them.
3. PROMOTE CO-CREATION AND OPEN INNOVATION
Involve your customers, partners, and employees in the innovation process. Create open platforms to collect their ideas and suggestions. Collaborate with startups, universities, and other companies to access new perspectives and technologies. Turn your customers into co-creators by inviting them to contribute to the design of products and services. Open innovation will stimulate creativity and allow you to stay at the forefront of your sector.
In 2024, the economic future is undergoing a major shift, marked by a year without growth where gains on one side translate into losses on the other. Listen nowto the compelling excerpt from economist Francis Gosselin, who shares his unique view of this unusual year.
If you aspire to navigate this complex period successfully, Contact us without delay. Our strategic foresight workshops prepare you to meet tomorrow’s challenges. These dynamic and stimulating workshops help you better understand trends and integrate them into the specific context of your organization.
Navigate with confidence in a constantly changing world. The future belongs to those who dare, and we are here to support you.
