2024 Decoded: From Trends to Action Paths for CX & Innovation Experts

Every year, our tradition is to consult a multitude of trend reports, covering a wide range of sectors of activity, 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 to support our clients in a constantly changing environment (V.I.C.A: Volatile, Uncertain, Complex, Ambiguous) and to feed their ambitions, whether through an innovation scans process (monitoring relevant innovations based on paths and processes) or to establish a business development strategy using prospective methods.

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

The year 2024 looks set to be a dull one from an economic perspective with little to no growth, increasing fierce competition (what one gains, the other loses). This, combined with rising interest rates, restricts companies’ investment capacity and may force them to focus on frugal innovation. The labor shortage that has been affecting them in recent years also has several effects, and there is a general decrease in service levels (reduction in points of sale, reduced opening hours, increased waiting times, etc.). In addition, customers are expressing growing distrust and fears about greenwashing, the cost of living, the potential excesses of artificial intelligence, fake news and online reviews.

Our 2024 Trends Analysis, based on reading over 200 international reports, allowed us to examine the weak signals to watch carefully and identify actions to take for companies' change agents (internal innovators who challenge the status quo to foster open, human-oriented innovation).

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

THE COLLECTIVE NEED FOR THE REAL

Arising from this theme, 5 trends have been identified:

‍TREND #1 - GREAT FATIGUE

In September 2023, the search for “I am Tired” was at its peak on Google.

Across the world, we are witnessing a growing concern for mental health and the quest for well-being in response to general fatigue. Indeed, our era is characterized by hyper-connectivity and high levels of stress, leading to a significant increase in mental health problems among many individuals. An alarming finding is that 25% of the world's population suffers from mental health problems, a proportion that even reaches 46% among Generation Z. In addition, recent global crises affecting businesses, governments, the environment, and individuals further accentuate the search for simplicity in a world filled with complexity. Faced with these realities, a growing majority of individuals prioritize their mental health and quality of life over their career ambitions.

On the other hand, there's a topic on everyone's lips that could have become a trend in its own right: artificial intelligence (AI). While it's poised to transform our society, it also seems to be contributing to a general feeling of fatigue. Thus, a strong ambivalence remains between awareness of the benefits it brings and the drawbacks associated with its use. Is AI a friend or foe against fatigue? We want it as a friend for its ability to make our daily lives and certain tasks easier. On the other hand, its rapid evolution requires legislation and oversight to ensure safety.

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

1. 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 call them the 12 tasks 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 or dissatisfying interactions.

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? Evaluate how synergies between humans and machines could radically transform the customer experience, making each interaction more fluid, personalized, and satisfying. You can also embrace the “ human-as-premium ” trend 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 reminders (often humorous) about items forgotten in our cart, in the hope of transforming our hesitations into purchases. Why not transpose this creative and proactive strategy to after-sales service by developing personalized and engaging customer follow-ups: validate satisfaction, offer customized support for product use, and anticipate problems by alerting with finesse and foresight? Such an approach (supported by AI) could not only strengthen loyalty, but also support after-sales service, which is also an integral part of the customer experience, by making after-sales service a privileged moment of exchange and not just a functional follow-up.

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TREND #2: THE NEVER NORMAL

After the many references to the “new normal” following the pandemic, we realize that there will be no more normal. 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 one study, 87% of CEOs expect job roles to be augmented rather than replaced by generative AI . The war for talent is over, we are in a war for skills: companies are beginning to prioritize employees' skills over their formal qualifications and degrees. As such, companies will invest in upskilling and reskilling to retain and develop talent. In this skills economy, a revolution in the education sector is anticipated, where upskilling 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

Having a deep understanding of your company’s customer journeys is crucial. This means not only must you align your processes with your customers’ needs, but you must also be prepared to adapt and respond with agility to change. Such an understanding equips you with a clear roadmap, detailing the adjustments needed – whether in processes, teams involved or technologies – to stay in line with your customers’ expectations. This ability to pivot quickly and effectively positions you well in an ever-changing environment, ensuring you avoid the pitfalls that these changes can cause on the customer experience.

2. ENGAGE EMPLOYEES TO NAVIGATE CHANGE

Actively involving employees in co-creation is essential to identify current challenges and envision innovative solutions. By directly engaging them in the ideation and problem-solving process, you leverage their unique expertise and perspectives, which enriches the innovation process and increases the chances of change success. 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 fully invest in the implementation of solutions. In short, engaging your teams in co-creation is a winning strategy to transform challenges into opportunities and navigate with agility in a constantly changing environment.

3. TAKE A DIFFERENT APPROACH TO PROJECT MANAGEMENT

In today’s volatile, uncertain, complex and ambiguous VICA environment, adopting a traditional approach to project management is no longer enough. It is imperative to turn to “innovation project management” methodologies that emphasize agility, flexibility and responsiveness. This new approach must promote adaptive planning, rapid decision-making based on up-to-date information and increased collaboration within teams. Unlike conventional methods, which are often rigid and linear, innovation project management allows you to effectively navigate 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 towards success in a constantly changing world.

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TREND #3: THE (UN)MASKED DATA BALL

We’ve been talking about it for a long time, this year will finally mark the end of “cookie” data. Companies are now in a position where they are asking for permission to access user data, exposing users to a plethora of pop-ups, often frustrating for everyone. Users are torn between excitement about the benefits of AI, including personalized communications, and concern about how their personal data is being used. While Web3 promises greater user control over data, it is currently being overtaken by the rapid development of generative artificial intelligence. In a world of rapid technological advancements, failing to keep up and accumulating tech debt can have huge impacts.

With data transparency, consumers are becoming more and more demanding. According to a study, 32% of customers (3% increase since 2022) are frustrated with receiving messages that do not acknowledge their purchase history or loyalty and 49% are frustrated with receiving irrelevant offers . They are tired of poor personalization and to counter this, companies must rely on a robust infrastructure and proven methods. Personalized advertising will be key to being relevant because, in fact, while more than 60% of US consumers found customer reviews useful in 2019, this figure has fallen to around 40% in 2023. Moreover, loyalty programs, allowing the collection of 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 your tongue to the cat, and join the data dance:

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 through these programs to refine personalization even further, creating a virtuous cycle that strengthens 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 goal is to turn the act of consent into a positive interaction, highlighting the value that data sharing brings to the customer, such as personalized recommendations, tailored offers, and an improved user experience.

3. REGAIN TRUST BY ACTING ON CUSTOMER REVIEWS

To rebuild trust in online reviews, businesses must take an approach based on authenticity, transparency, and action. Ensure all reviews are authentically verified and commit to responding to them. Most importantly, establish a full feedback loop within your organization to turn customer feedback into real product and service improvements. Acting on feedback, rather than simply collecting it, demonstrates a genuine commitment to excellence and customer satisfaction, building overall trust in your brand.

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TREND #4: THE AMBIVALENCE OF DECREASE

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 environmentally friendly, but they want sustainable solutions to be simple and easily integrated into their daily lives. Furthermore, due to greenwashing and general inaction, only 20% of consumers trust companies when it comes to sustainability .

However, this trend should not be done at the expense of consumers. Indeed, many companies are being pushed to reduce costs because of inflation and, voluntarily or not, to pass the bill on to customers by increasing prices or reducing 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 is important to help consumers find a balance between responsible consumption, the satisfaction of their desires and their budget.

In a context of budgetary restriction, make your CX and/or Innovation practice an ally for your organization

1. BE THE AGENTS OF CHANGE TOWARDS MORE SUSTAINABLE PRACTICES

Companies can play a key role in encouraging the sharing economy, offering consumers concrete ways to adopt more sustainable habits. By integrating solutions from the sharing economy into their offering, they meet 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 encourage a broader and deeper adoption of sustainable consumption practices.

2. CX STRATEGY AND SUSTAINABILITY 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, but also strengthens the trust of your consumers. Thanks to this approach, you significantly improve the customer experience by aligning your business practices with the principles of sustainable development, thus distinguishing your brand in a market increasingly aware of the importance of sustainability.

3. HELP MAKE THE RIGHT DECISIONS WHEN COST REDUCTION NEEDS TO BE REQUIRED

Does your company need to cut costs? Customer journey mapping, along with service blueprints (processes), can be a useful tool to help you assess which services could be reduced without harming (or even improving) the customer experience. Analyzing the various interactions will allow you to assess their efficiency and see if smart 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 centre stage as this year marks a turning point for global leadership, with elections scheduled in 40 countries including the United States, Russia, Ukraine and the United Kingdom. Sharing resources and creating new personal and community spaces to address the resilience challenges of climate change becomes imperative. Individuals are actively engaging in the creative process, driven by a desire to connect and contribute. The solution to the global polycrisis lies in collaborative effort, with a systems approach and collaborative foresight, both essential for future planning and balancing current and future needs.

In today’s context, the ecosystem is not just a component of business strategy, it is its very essence. Collaboration with the ecosystem, particularly through open innovation, is becoming crucial. Companies are looking to optimize their results by promoting 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, less than three in ten organizations are leveraging shared and integrated technology capabilities to innovate with their ecosystem partners, despite the fact that 65% of executives believe they can access more skills within their ecosystem.

So, as a CX or Innovation expert, open yourself up to endless 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 collaboration management skills. Organize regular meetings, workshops, and co-creation sessions to stimulate collaborative innovation.

2. EXPLORING 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. TAKE A CUSTOMER PERSPECTIVE 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, fostering internal and external collaboration, you can more effectively resolve issues, share knowledge and resources, and deliver a seamless and consistent customer experience. This cross-functional perspective boosts 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 light of these trends, what actions should we take today?

In the current economic context, we have identified some ways to accommodate the changes to come:

1. SIMPLIFY YOUR CUSTOMER 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 by offering 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 changes 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 developments rather than reacting 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 industry.

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In 2024, the economic future is in flux, marked by a year without growth, where gains on one side translate into losses on the other. Listen now to the captivating excerpt from economist Francis Gosselin, who shares his unique take on this unusual year.

If you're looking to successfully navigate this complex period, contact us today. Our strategic foresight workshops prepare you to meet the challenges of tomorrow. These dynamic and engaging workshops help you better understand 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 are here to support you.