2024 Decoded: From trends to courses of action for CX & Innovation experts

Every year, our tradition is to consult a multitude of trend reports, covering a wide range of sectors, in order to anticipate changes in consumer expectations and behaviors. Being at the forefront of trends is not only what inspires us, it is above all a crucial element in accompanying our customers in a constantly changing environment (V.I.C.A: Volatile, Uncertain, Complex, Ambiguous) and nurturing their ambitions, whether through a process ofinnovation scans (monitoring relevant innovations based on pathways and processes) or establishing a business development strategy using forward-looking methods.

Anticipating possible futures, from the probable to the desirable, enables you to prepare for emerging trends, anticipate changes in consumer expectations and behavior, and innovate to create value. 

From an economic point of view, 2024 is shaping up to be an unexciting year, with little or no growth and fierce competition (what one gains, another loses). This situation, combined with rising interest rates, restricts companies' investment capacity and may force them to focus on frugal innovation. The labor shortage of recent years has also had a number of effects, with a general decline in service levels (fewer points of sale, shorter opening hours, longer waiting times, etc.). What's more, customers are expressing growing mistrust and fears about greenwashing, the cost of living, the potential abuses of artificial intelligence, fake news and online reviews.

Our analysis of trends in 2024, based on our reading of over 200 international reports, has enabled us to examine the weak signals that need to be carefully monitored, and to identify the actions that need to be taken by corporate change agents (the internal innovators who challenge the status quo in favor of open, people-oriented innovation). 

In our opinion, the major theme of 2024, in a universe where the distinction between reality and fiction is becoming increasingly blurred, is obviously :

THE COLLECTIVE NEED FOR TRUTH

Based on this theme, 5 trends have been identified: 

‍TENDANCE#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 preoccupation with mental health and the quest for well-being in response to general fatigue. Indeed, our times are characterized by hyper-connectivity and high levels of stress, leading to a significant increase in mental health problems among many individuals. An alarming fact is that 25% of the world's population suffers from mental health problems, a proportion that even reaches 46% among Generation Z. What's more, recent global crises have affected businesses, governments, the environment and individuals. This further accentuates the search for simplicity in a world filled with 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's a subject on everyone's lips that could have constituted a trend in its own right: artificial intelligence (AI). While it is poised to transform our society, it also seems to be intensifying the general fatigue felt. A strong ambivalence remains between awareness of the benefits it brings and the drawbacks associated with its use. AI: friend or foe in the fight against fatigue? We want AI as a friend because of its ability to make our daily lives and certain tasks easier. On the other hand, its rapid evolution calls for legislation and control to ensure safety. 

So, no time to rest on your laurels, here are three tips to help you reduce fatigue among your customers: 

1. AND IF WE REALLY DID SIMPLIFY 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? Live your experiences for 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. 

2. HUMAN VERSUS MACHINE: WHY NOT BOTH?

Why not combine human intuitiveness and empathy with the efficiency and speed of artificial intelligence, to create more effective experiences? Consider how synergies between human and machine could radically transform the customer experience, making every interaction more fluid, personalized and satisfying. You can also embrace theHuman-as-premium"by developing new value-added (and profitable for the company) services to meet the needs of certain consumers. 

3. PREVENTION RATHER THAN CURE

Companies are quick to bombard us with (often humorous) reminders about items forgotten in our shopping baskets, in the hope of turning our hesitations into purchases. Why not transpose this creative, proactive strategy to after-sales service by developing personalized, engaging customer follow-ups: validating satisfaction, offering tailored support for product use, and anticipating problems by alerting with finesse and foresight? Such an approach (supported by AI) could not only strengthen loyalty, but also support after-sales service, also an integral part of the customer experience, by making after-sales a moment of privileged exchange and not simply a functional follow-up.

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TREND #2: THE NEVER NORMAL

After all the talk of the " new normal " in the wake of the pandemic, we realize that there will be no more normal. In this era of perpetual 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 rising. To meet these demands, resilience, adaptability and proactive anticipation are imperative. 

The professional landscape is also undergoing a profound transformation, shaped by labor shortages and AI advances. According to one study, 87% of CEOs expect professional roles to be augmented rather than replaced by generative AI. Gone is the war for talent, we're in a war for skills: companies are starting to prioritize employees' skills over their formal qualifications and diplomas. Companies will invest in skills enhancement and retraining to retain and develop talent. In this skills economy, we anticipate a revolution in the education sector, whereup-skilling and human creativity will become central. 

So, in this era of never normal, here are some new skills to develop: 

1. MASTER THE PRESENT TO PIVOT WITH AGILITY

In-depth understanding of your company's customer journeys is crucial. This means not only aligning your processes with your customers' needs, but also being ready to adapt and react with agility in the face of change. Such an understanding gives you a clear roadmap, detailing the adjustments you need to make - whether in processes, the teams involved or technologies - to keep pace with your customers' expectations. This ability to pivot quickly and effectively positions you advantageously in a constantly evolving environment, ensuring you avoid the pitfalls these changes can cause for the customer experience.

2. INVOLVING EMPLOYEES TO NAVIGATE CHANGE

The active involvement of employees in co-creation is essential for identifying current challenges and considering innovative solutions. By engaging them directly in the ideation and problem-solving process, you leverage their unique expertise and perspectives, enriching the innovation process and increasing the chances of successful change. In a world where "never normal" is becoming the norm, this collaborative approach is particularly effective in facilitating adaptation to change. It creates a sense of belonging and value among employees, motivating them to invest fully in implementing solutions. In short, engaging your teams in co-creation is a winning strategy for transforming challenges into opportunities and navigating with agility in an ever-changing environment.

3. ADOPT A DIFFERENT APPROACH TO PROJECT MANAGEMENT

In today's volatile, uncertain, complex and ambiguous VICA environment, a traditional project management approach is no longer sufficient. It is imperative to turn to "innovative project management" methodologies, which emphasize agility, flexibility and responsiveness. This new approach must encourage adaptable planning, rapid decision-making based on up-to-date information, and increased team collaboration. Unlike conventional methods, which are often rigid and linear, innovative project management enables us to navigate effectively through the "never normal", anticipating change rather than reacting to it. By integrating principles such as rapid iteration, stage-gates, continuous feedback and adaptability, organizations can transform uncertainties into competitive advantages, propelling their projects to success in an ever-changing world.

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TREND #3: THE (UN)MASKED BALL OF DATA 

We've been talking about it for a long time: this year will finally mark the end of "cookie" data. Companies now find themselves in the position of seeking permission to access user data, exposing users to a plethora of pop-ups, often a source of frustration for all concerned. Users oscillate between enthusiasm for the benefits of AI, including personalized communications, and concern about the use of their personal data. While Web3 promises to give users greater control over their data, it is currently being overtaken by the rapid development of generative artificial intelligence. In a world of rapid technological advances, failing to keep pace and accumulating a technological debt can have a huge impact.

With data transparency, consumers are becoming increasingly demanding. According to one study, 32% of customers (up 3% since 2022) are frustrated by receiving messages that don't recognize their purchase history or loyalty, and 49% are frustrated by receiving irrelevant offers. They're fed up with poor personalization, and to counter this, companies need to rely on a robust infrastructure and proven methods. Personalized advertising will be key to being relevant, because while over 60% of US consumers found customer reviews useful in 2019, this figure has fallen to around 40% in 2023. In addition, loyalty programs, which collect customer data, face a need to go beyond transactions in creating value, by offering concrete benefits or incentives to behave more responsibly, for example. 

So don't give away your tongue and join the data ball:

1. 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 via these programs to further refine personalization, creating a virtuous circle that boosts customer engagement and satisfaction.

2. CREATE AN OPTIMIZED CONSENT EXPERIENCE

CX experts can work alongside IT and data management teams to design a consent experience that is not only compliant with regulations, but also intuitive and rewarding for customers. The aim is to transform the act of consent into a positive interaction, highlighting the added value that sharing data brings to the customer, such as personalized recommendations, tailored offers and an enhanced user experience.

3. REGAIN TRUST BY ACTING ON CUSTOMER REVIEWS

To restore trust in online reviews, companies need to adopt an approach based on authenticity, transparency and concrete action. Ensure that all reviews are authentically verified, and commit to responding to them. Most importantly, establish a comprehensive feedback loop within your organization to transform 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, reinforcing overall trust in your brand.

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TREND #4: THE AMBIVALENCE OF DEGROWTH

One of the major challenges facing our society is the global consensus on the urgency of climate change and the need for degrowth. Many people are changing their habits to be more respectful of the environment, but they want sustainable solutions to be simple and easy to integrate into their daily lives. What's more, because of greenwashing and general inaction, only 20% of consumers trust companies when it comes to sustainability.

However, this trend should not be at the expense of consumers. Indeed, many companies are driven to cut costs because of inflation and, willingly or not, pass the bill on to customers by raising prices or cutting quality or quantity, particularly with practices such as "Shrinkflation", "Skimpflation", or through the hasty use of AI which can reduce the quality of the customer experience. It's important to help consumers find a balance between responsible consumption, satisfying their desires and their budget.

In a context of budgetary restraint, turn your CX and/or Innovation practice into an ally for your organization.

1. BE AGENTS OF CHANGE TOWARDS MORE SUSTAINABLE PRACTICES

Companies can play a key role in encouraging the sharing economy, offering consumers concrete ways of adopting more sustainable habits. By integrating solutions from the sharing economy into their offering, they are responding to the growing demand for eco-responsible consumption, while aligning themselves 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 precise analysis of consumer needs and expectations on these subjects. Through transparent communication and education, accompany customers in the changes that more responsible consumption can bring, highlighting the long-term benefits for them and for society. This will encourage wider and deeper adoption of sustainable consumption practices.

2. CX AND SUSTAINABILITY STRATEGY WITH GREENPRINT CUSTOMER JOURNEY

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 into the heart of your customer experience (CX) strategy. By adopting GreenPrint Customer Journeys, your company not only demonstrates a deep commitment to sustainability, but also builds trust with your customers. With this approach, you can significantly improve the customer experience by aligning your business practices with the principles of sustainable development, setting your brand apart in a market increasingly aware of the importance of sustainability.

3. HELP YOU MAKE THE RIGHT DECISIONS WHEN YOU NEED TO CUT COSTS

Does your company need to cut costs? Customer journeys and service blueprints can be useful tools to help you assess which services could be reduced without damaging (or even improving) the customer experience. Indeed, your analysis of the various interactions will enable you to assess their efficiency and see whether "intelligent" savings could be made without reducing satisfaction. 

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TREND #5: BUILDING THE FUTURE TOGETHER 

The call for unity, solidarity and collaboration will take center stage, as this year marks a turning point for global leadership, with elections scheduled in 40 countries, including the USA, Russia, Ukraine and the UK. It is becoming imperative to share resources and create new personal and community spaces to address the resilience challenges of climate change. Individuals are actively engaged in the creative process, driven by the desire to connect and contribute. The solution to the global polycrisis lies in a collaborative effort, with a systems approach and collaborative foresight, both essential for future planning and balancing current and future needs.

In today's environment, the ecosystem is not just a component of corporate 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 the synergy between people and technology, establishing partnerships to create value, and leveraging emerging tools for a better understanding of their customers. Redefining the omnichannel, placing the customer at the heart of digital transformation, is becoming imperative. However, fewer than three in ten organizations leverage shared and integrated technology capabilities to innovate with their ecosystem partners, despite the fact that 65% of executives feel they can access more skills within their ecosystem.

So, as a CX or Innovation expert, open yourself up to an infinite number of opportunities: 

1. CULTIVATE COLLABORATION WITH YOUR ECOSYSTEM

Identify and understand all stakeholders, including suppliers, customers and even competitors. Build strong relationships with them to develop your collaborative management skills. Organize regular meetings, workshops and co-creation sessions to stimulate collaborative innovation.

2. EXPLORE OPEN INNOVATION METHODS

Adopt open innovation practices by sharing resources with other players in your ecosystem, or by "excubating" some of your problems (contact us for more information on our excubation services). By collaborating, you can harness the collective potential to innovate more effectively.

3. ADOPT A CUSTOMER-CENTRIC VIEW OF THE EXPERIENCE

To ensure an outstanding 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 can solve problems more effectively, share knowledge and resources, and deliver a smooth, consistent customer experience. This cross-functional perspective enhances overall customer satisfaction (for example, the insurance claims process by including interactions with a mechanic, or the various interactions when a loved one dies).

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In the light of these trends, what action should we take today?

In the current economic climate, we've identified a few ways of welcoming the changes ahead:

1. SIMPLIFY YOUR CUSTOMERS' EXPERIENCE

To reduce customer fatigue, simplify your processes and interactions. Identify and eliminate friction points, focusing on usability. Adopt artificial intelligence solutions to improve efficiency while maintaining a human touch. Anticipate customer needs with proactive and engaging after-sales service.

2. USE YOUR CX PRACTICE TO MAKE YOUR ORGANIZATION MORE AGILE

In a constantly changing environment, practice agility by understanding customer journeys in depth. 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 rather than react to change.

3. PROMOTE CO-CREATION AND OPEN INNOVATION

Involve your customers, partners and employees in the innovation process. Create open platforms for their ideas and suggestions. Collaborate with startups, universities and other companies to gain access to 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 keep you at the forefront of your industry.

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In 2024, the economic future is in a state of flux, marked by a no-growth year in which gains on one side translate into losses on the other. Listen now to this captivating excerpt from economist Francis Gosselin, who shares his unique vision of this special year.

If you want to successfully navigate these complex times, contact us today. Our strategic foresight workshops prepare you for tomorrow's challenges. These dynamic and stimulating workshops help you to better grasp trends and integrate them into your organization's specific context.

Navigate with confidence in an ever-changing world. The future belongs to those who dare, and we're here to support you.