Winners and Losers in Customer Experience 2020: Mid-Year Check-In Edition

The 2020 Update from 451 Research highlights some elements of CX trends that will drive success or lead to failure. Data and analytics play a crucial role in differentiating digital leaders from laggards, with the top three areas being insights about customer behavior, omni-channel optimization for individual customers, and identifying key moments of influence. Businesses must understand and optimize payment experiences as "bankless" transactions increase due to the pandemic. Top performers have faster checkout processes, accept more payment methods and currencies, and utilize IP recognition technology and mobile optimization. The shift towards subscription and direct-to-consumer models is also accelerating. Forrester's recent survey emphasizes that businesses should aspire to provide effectiveness, ease, and emotion in their customer experience.