Unlock the

power of
intelligent CX
More than two centuries We live in an era of ever-accelerating
change, a time when agility of thought
But for leaders who stand ready to embrace
these seismic shifts, the future is bright.
ago, Benjamin Franklin and action means the difference between Zendesk is here to help you understand

observed that “when you success and failure. And in the world of
customer experience, we’re undergoing
and act on these developments so you
can exceed customer expectations – and
are finished changing, the kind of rapid transformation that’s protect your bottom line – with agility and

you’re finished”. While creating an entirely new landscape right

before us: the age of intelligent CX.
efficacy. In our sixth CX Trends report,
Zendesk has identified the key trends
Franklin could hardly have driving the era of intelligent CX so your

foreseen the modern world Let’s be clear: while intelligent CX certainly

includes AI, automation and data analytics,
business can be at the forefront of change.

we live in today – shaped it’s important to think of those advances not These ten distinct trends land in three

by the internet, the rise of as discrete, standalone elements but as parts

of a greater whole. These tools must work
areas: AI and intelligent experiences, data
and trustworthy experiences, and next gen
artificial intelligence and together across a business’s experiences. and immersive experiences. The roadmap

the James Webb Space For many leaders, this rapid change can
we’re providing here will give you the tools
to unlock the power of intelligent CX.
Telescope, to name just be unsettling. The temptation to sit back

a few developments – his and wait to see how these technologies

evolve and change the customer experience
words still ring true. will be powerful, but it must be resisted.
Those who hesitate will be left behind, Methodology
and their competitors – and vitally, their How we conducted the research: data in this report
customers – will reap the rewards. comes from two sources, which include a global survey
of 2,500 consumers across 20 countries and a second
global survey of nearly 4,500 business respondents.

CX TRENDS 2024 Introduction II

 AI and intelligent experiences Next gen and immersive experiences
Trend 1 Trend 3 Trend 8 Trend 10
Generative AI will hasten the delivery Disconnect increases between CX leaders and Live and immersive experiences are now heavily Predictive agent management tools are
of a more humanised journey that agents on everything related to AI: strategy, influencing the future of online shopping finally surpassing traditional methods
feels personable and interactive tools and role impact

Trend 9
Trend 2 Trend 4 Voice is carving out a more advanced role focused

Chatbots are quickly transforming into digital AI transparency and decision-making are on handling complex and escalated issues

agents that have the capacity to do more now the norm, not the exception

Data and trustworthy experiences

Trend 5 Trend 7
Businesses are heavily focused on being able Security is no longer an add-on but is seamlessly
to instantly modify user experiences, putting incorporated throughout the customer journey
increased pressure on leveraging data in real time

Trend 6
CX leaders are the new drivers of data privacy as
Click on the trend
AI and personalisation take on a greater role
to jump ahead

CX TRENDS 2024 Trends III

 TRENDS POWERING

AI and
intelligent
experiences
Trend 1 Trend 3
Generative AI will hasten the delivery Disconnect increases between CX leaders
of a more humanised journey that and agents on everything related to AI:
feels personable and interactive strategy, tools and role impact

Trend 2 Trend 4
Chatbots are quickly transforming into digital AI transparency and decision-making
agents that have the capacity to do more are now the norm, not the exception

CX TRENDS 2024 1
 AI AND INTELLIGENT EXPERIENCES

Generative AI will accelerate the

delivery of a more humanised journey
that feels personable and interactive

2023 was when generative AI captured the world’s While generative AI harbours vast potential across
attention, and millions of people and businesses industries and applications, in CX it will drive hyper-
raced to explore the technology’s potential. From personalisation while also helping businesses offer
software coding to audio transcriptions to improved more humanised and personable interactions.

1
Trend chatbot performance, generative AI proved to be a That’s exactly what customers expect and welcome
startlingly powerful technology, albeit one that’s still – they’ve made it increasingly clear that they
in its infancy. CX leaders understand that generative want businesses to use the mountains of personal
AI will become increasingly effective, and soon it data they possess to offer warm, personalised
will be so thoroughly integrated into the customer experiences.
experience that support teams will work in ways
that could only have been imagined a decade ago.

CX TRENDS 2024 AI and Intelligent Experiences 2

 So, are CX leaders and their teams listening? As six years, customers are demanding those
Zendesk discovered, the answer is a resounding personalised experiences: they want the
yes. Some 70% of CX leaders say that generative companies they patronise to truly understand
AI has led their organisations to take a step back them and offer interactions that feel honest,
Aspects of customer-facing
and re-evaluate their entire customer experience. informed and friendly.
touchpoints that CX leaders
Right now, those leaders and their teams are
anticipate will be heavily
in exploration mode, conducting wide-ranging But can generative AI help businesses provide
influenced by generative
experiments in how generative AI might be used the kind of warm, human service that feels
AI in the next two years:
to provide more personalised and satisfying like interactions with local, family-owned
experiences for their customers. businesses? More than two-thirds of CX
organisations think that it will help their business
57%
70% of CX leaders plan to provide that warmth and familiarity, even if they
serve millions of customers. Chat-based customer support
integrate generative AI into
many of their touchpoints in One of the key ways generative AI will help
53%
companies get there is by improving the
the next two years efficiency of agents. Some 70% of CX leaders Email communications with customers
believe generative AI is making every digital
That said, with every new technology comes
customer interaction more efficient, from
uncertainty and stress. Some 62% of CX leaders 45%
search functions to voice assistants.
attest to their teams feeling pressure to use
Search functionality
generative AI. But that stress is offset by the vast
potential of the technology, specifically how it
promises to enable companies to offer faster, 42%
conversational and more personable experiences Voice-based interactions
to customers. And as we’ve seen over the past

CX TRENDS 2024 AI and Intelligent Experiences 3

“I really believe that there’s a That expectation of increased agent efficiency
balance between empathy and is mirrored by what consumers told Zendesk:

efficiency where there can be 59% believe that generative AI will completely
change the way they interact with companies in
an excellent result that meets the next two years, and for those who’ve already
the needs of the business but experienced the technology first-hand, that number
also meets the needs of the team jumps to 75%.

that’s working on the front lines What do these data points mean for businesses?
with the customers.” It’s clear that they should continue their
experiments with the technology, with an eye
Emily Sarver, Vice President of on implementing generative AI tools directly
Customer Experience into their customer experiences and related
agent tools. We found that 56% of CX leaders
are already exploring new generative AI
vendors for CX, a figure that’s sure to rise as the
technology’s implications become inescapable.

CX TRENDS 2024 AI and Intelligent Experiences 4

 AI AND INTELLIGENT EXPERIENCES

Chatbots are rapidly transforming

into digital agents that have the
capacity to do more

Perhaps no tool represents the massive shift in a wider range of issues that would otherwise
how companies are delivering compelling customer be fielded by a human being. They’ve become
experiences as well as the humble chatbot. Ever much more adept at analysing customer intent
since the dawn of the chatbot, customers have and sentiment and reacting accordingly, which is
harboured rather dim views of what they can nothing short of revolutionary.
offer. However, what was once seen as not ready
for prime time has quietly been undergoing a The ability of new chatbots to adopt a tone that

2
supercharged transformation, with the most falls in line with their company’s brand is something
Trend advanced models offering far more than a few self- CX leaders place great importance on; 72% believe
service links and stilted, unnatural language. that the bots they employ should be an extension of
the brand’s identity, reflecting its values and voice.
Now, these super chatbots have begun to feel
increasingly like digital agents – able to convey
brand traits in a personable way while resolving

CX TRENDS 2024 AI and Intelligent Experiences 5

 But the transformation of chatbots into digital Yet, there’s a gap to be acknowledged here – many
agents goes far beyond simply doing a better CX leaders know all too well that their current
job at sticking to a company’s brand voice. chatbots fall short of both their potential and
Chatbots are doing a better job at surfacing customer expectations. Just 22% of leaders say
information quickly, and they’re also improving their chatbots are akin to digital agents, but a
their ability to tailor responses to better fit significantly larger number – 58% – expect that to
where customers are in their journey. That change in 2024.
means stronger relationships with customers,
something 67% of CX leaders see happening. So, how do those leaders plan to speed up that
transformation? They told Zendesk that increased
And that’s just what consumers want. While investments in AI (and other related technologies)
customers think that chatbots still have room for will accelerate the process, and 64% plan to do so
improvement, they’re eager to see them evolve. within the next year.
Meanwhile, consumers see the current best-in-class
chatbots as helpful companions, ones that present
interesting products and actionable information.

70%
of CX leaders believe that bots are becoming
skilled architects of highly personalised
customer journeys
CX TRENDS 2024 AI and Intelligent Experiences 6
 Current and expected rating of bot performance
in typical CX interactions by consumers

Within the next two years, consumers expect chatbot abilities to significantly improve. They
anticipate that bots will offer personalised suggestions, handle complex queries with ease and
get better at having more human-like conversations.

+4PP
(69%)

+11PP +9PP +8PP

(65%) +10PP
(66%) (63%)
(63%) +8PP +10PP +10PP
(58%) (56%) (55%)

65% 55% 57% 53% 56% 49% 47% 47%

Answer basic Help you discover Provide correct Give personalised Help you better Answer more Have a natural Be empathic when
questions products you like information recommendations understand the nuanced and complex conversation addressing your
product questions concerns

Percentage of consumers expecting bot ability to be good in two years Percentage of consumers who currently rate bot ability as good

CX TRENDS 2024 AI and Intelligent Experiences 7

“In the past, I was always quite The trend is clear: businesses that want to remain
nervous of bots because we competitive must put resources into chatbot

want to deliver a personal enhancement, and the success of those efforts will
hinge on how much thought goes into the process.
service, but what I’ve seen In the end, chatbots must seamlessly fuse brand
in the past six months is that identity whilst being able to analyse customer intent
we can use AI to enhance the and sentiment.

delivery of personal service.” As the era of intelligent CX matures, these

supercharged chatbots will play a central role in
Ian Hunt, Director of Operations and elevating customer experience.
Customer Services

CX TRENDS 2024 AI and Intelligent Experiences 8

 AI AND INTELLIGENT EXPERIENCES

Disconnect increases between CX

leaders and agents on everything related
to AI – strategy, tools and role impact

Anytime a new technology emerges, disruption – That hasn’t stopped CX leaders from forging
and the intense emotions and effects that it spawns ahead, however. 65% see AI not as a passing
– follows. While CX leaders have largely embraced fad but as a strategic necessity and reality, one
the emergence of AI and expect it to change the that has effectively made previous CX operations
rules of the game, they also think that customer- obsolete and dated. Those same leaders think the
facing agents have the means to use this new AI tools they’ve implemented – and the training
technology successfully. that has accompanied those rollouts – have been

3
more than enough to transform operations and
Trend The problem is that many agents aren’t so sure. seize the initiative in the era of intelligent CX.
They’re both wary and deflated about the new
tools, fearing what AI will mean for their job security. But here’s where Zendesk sees a serious
Yet they also think that AI tools just aren’t ready disconnect. Only a quarter of agents surveyed
yet, and the training needed to use those tools is think the AI tools they have actually help them
lacking. provide a better service. And while CX leaders

CX TRENDS 2024 AI and Intelligent Experiences 9

“Be clear with how you are strongly believe that AI will fundamentally
using AI. Use AI as a tool to change how agents work – shifting their focus

help make your team’s role to more specialised issues and on building and
nurturing human relationships with customers
easier and more efficient, not – a third of agents think that’s premature.
as a looming threat to their
employment. Help them to So what are the roots of this disconnect in
expectations? It’s becoming clear that the
understand exactly where in problem has many causes, including inadequate
their workflow it is helping, training, tools that aren’t yet effective, unclear
and ask them to contribute guidelines, and expectations in leadership

ideas to where it can relieve that perhaps aren’t in line with where the
technology and agents are at the moment.
their pain points. What we as
leaders may think is useful Only 34% of agents say
may be inconsequential to
they understand their
those on the ground.”
department’s AI strategy
Naomi Rankin, Global Customer
What’s troubling about this disconnect between
Care Manager
CX leaders and their teams is the potential for AI
tools to be implemented haphazardly, which raises
the spectre of these efforts actually undermining
and degrading the customer experience.

CX TRENDS 2024 AI and Intelligent Experiences 10

 Drilling down into the data reveals that the widely These disparate responses serve as warning
Agent perspectives on what would
differing views extend to training: while 72% of signs. As CX leaders and their teams grapple help them do their job better
CX leaders say they’ve provided adequate training with the implications – and potential – of AI,
in generative AI tools, more than half of agents they must first resolve gaps in perception and
contend that they’ve received no training at all. And implementation. Failing to do so will squander More training 65%

of the 45% who can attest to receiving training, only the opportunities promised by generative AI.
21% are actually satisfied with it. Single view of a customer’s
64%
interactions across all channels

It’s not all doom and gloom, however. Agents clearly

Having access to data that allows
want more AI training, and they’re ready to embrace me to personalise interactions
62%
tools that will help them do a better job. While they
may still harbour very real fears about job stability, Switching to a tool
56%
it’s telling that 75% of CX leaders see AI as a force that’s easier to use

for amplifying human intelligence, not replacing it.

AI tools that would help me
52%
find information quicker
Of those leaders, 71% believe that generative AI
tools must be embedded directly into the tools Having automated bots handle
44%
agents already use, and 81% say that in the coming more basic requests
year their teams will have this functionality at their
fingertips. That means rapid implementation, AI tools that help me communicate
44%
with customers more efficiently
however, since only one-fifth of agents attest to
having generative AI tools at their disposal.

CX TRENDS 2024 AI and Intelligent Experiences 11

 AI AND INTELLIGENT EXPERIENCES

AI transparency and decisioning

are now the rule, not the exception

With the rapid changes being brought on by AI, it’s

no surprise that companies and consumers have 75% of organisations believe
made transparency a key priority. Because the that a lack of transparency
technology affects data collection and the customer
experience as a whole, consumers now rank
could lead to increased
transparency as a factor in brand selection. customer churn in the future
That focus has real-world implications for Considering that 48% of customers report

4
Trend businesses as they ramp up their AI capabilities. increased difficulty in telling the difference
Going forward, being transparent about the data between AI and humans, there’s an urgent need for
that drives AI models and decisioning will be a businesses to treat AI transparency as an essential
defining element in building and maintaining trust element in communicating with consumers. Those
with customers. who fail to heed this call will find themselves on the
outside looking in, since consumers will decide who
they can trust with their data and their money.

CX TRENDS 2024 AI and Intelligent Experiences 12

 That need for trust through transparency becomes Since AI is trained on large sets of data Breakdown of CX leaders by
especially important when dealing with sensitive – information created by humans with company size who see the need
information that reveals a person’s identity, all of their frailties and flaws – there’s a for AI transparency becoming
their health history and their financial status. No very real danger of tools exhibiting bias or paramount as customers and
customer wants to feel like AI is snooping on them discrimination. There have already been widely regulators demand insight into
or making their data available to bad actors. And as publicised incidents of AI veering into racism automated decision–making
58% of consumers told Zendesk, knowing how their and misogyny, and consumers have taken
data is collected, stored and used plays an outsize notice. As 63% of consumers told Zendesk,
74%
role in whether they’ll purchase a product or service they’re concerned about potential bias and
from a company. discrimination in AI algorithms and decision- <99
making. It behoves companies to be clear
In other words, transparency in AI is simply non- about what data is included and excluded 57%
negotiable. Companies must be clear about the in their AI models so customers feel safe.
100–249
customer data they use, their commitment to
preventing inherent biases and their approach to
22% of consumers say AI 81%
comparing AI performance versus controls. It’s
not that customers need highly complex details and bots do an excellent 250–999
about AI models, but they do need a high-level job of explaining why a
understanding of what’s being used and how. If your
AI recommends something to a customer, that end
suggestion was made 76%
user needs to know how that decision came to be. 1,000–4,999

79%
5,000+

CX TRENDS 2024 AI and Intelligent Experiences 13

 TRENDS POWERING

Data and
trustworthy
experiences
Trend 5 Trend 7
Businesses are heavily focused on Security is no longer an add-on
being able to instantly modify user but is seamlessly incorporated
experiences, putting increased pressure throughout the customer journey
on leveraging data in real time

Trend 6
CX leaders are the new drivers of
data privacy as AI and personalisation
take on a greater role

CX TRENDS 2024 14
 DATA AND TRUSTWORTHY EXPERIENCES

Businesses are heavily focused on

being able to instantly modify user
experiences, putting increased pressure
on leveraging data in real time

It’s not breaking news that customers want them. However, the expectations of speed,
immediate results – anyone who has worked foresight and hyper-personalised delivery
in customer support knows all too well that of relevant information are closely linked to
consumers have fuses that get shorter by the the demand for high-quality experiences. In
year. And with the advent of AI, customers other words, it’s not enough to be fast.

5
keep expecting more: lightning-fast responses
Trend coupled with tailored information that give
62% of CX leaders feel they
a sense of being known and seen.
are behind in providing the
An even more challenging expectation has arisen more instant experiences
– that companies anticipate and ameliorate
problems before customers experience
consumers expect

CX TRENDS 2024 Data and Trustworthy Experiences 15

 Here’s what CX leaders told Zendesk: while they
Planned change in
feel like they’re behind in providing more instant
investment in tools that
experiences, they have plans to close that gap by
allow for predictive instant
leveraging AI tools. And customers are increasingly experience in the next year:
in sync with what those CX leaders plan to do: 51%
say they prefer interacting with bots over humans
when they want immediate service. Somewhat
Greatly increase
increase

Total 38% 28%

That preference means companies must focus on
boosting their bot capabilities via AI, specifically Company size
using its power to capture and analyse sentiment
and intent. Doing so will help businesses predict <99 28% 15%

customer needs and resolve issues quickly and 100–249 41% 21%
efficiently (including knowing when a bot needs to
hand over an interaction to a human agent). 250–999 40% 30%

1,000–4,999 40% 33%

70%
of organisations are actively
5,000+

Region
36% 34%

North America 36% 28%

investing in technologies and
Europe, Middle
tools that automatically capture East and Africa
40% 27%

and analyse intent signals Latin America 43% 32%

Asia Pacific 38% 28%

CX TRENDS 2024 Data and Trustworthy Experiences 16

 However, while being able to track and act on Fortunately, CX leaders see that change coming
customer intent plays an important role in helping and welcome it. They see clear benefits in
deliver predictive and immediate experiences, it’s delivering more instant personalised experiences:
a steep hill to climb. Most businesses recognise better customer service and experiences,
the value in it, but actually implementing scalable, enhanced customer loyalty and satisfaction, and
automated intent tracking systems has proven to be an improved bottom line stemming from highly
quite difficult. individualised and relevant recommendations.
The question remains, however: will CX leaders
The gap between knowing what’s necessary and have the vision and commitment to take full
actually doing it is stark. Just 30% of CX leaders advantage of these tantalising opportunities?
indicate that they automate identification of
customer intent through AI or machine learning.
While they also state that they recognise the need
to improve in this area to enable real-time decision-
making and more instant experiences, it’s clear that
much work needs to be done.

But the writing is on the wall: the shift towards

predictive, instant experiences – powered by AI –
is reshaping the customer experience in profound
ways. Whether it’s enhanced personalisation,
proactive service, increased efficiency or a greater
focus on robust data management practices,
the entire fabric of the customer experience is
undergoing sweeping changes.

CX TRENDS 2024 Data and Trustworthy Experiences 17

 DATA AND TRUSTWORTHY EXPERIENCES

CX leaders are the new drivers of data

privacy as AI and personalisation take
on a greater role

For years, customers have been urging companies those leaders, the ones who see positive ROI on
to mine the mountains of data they have to provide CX tech are even more likely to embrace this.)
more personalised experiences, as long as those And those CX leaders have taken the lead in their
businesses are transparent about how they use that organisations, exhibiting a clear understanding that
information and put robust security measures in with AI driving personalisation, the importance of
place. Yet, they also are concerned about how that securing data privacy for customers is paramount.
data gets used and protected from an increasingly

6
Trend tech-savvy criminal underworld. That’s a delicate
83% of CX leaders say data
line to walk, and CX leaders understand their
responsibility here. protection and cybersecurity
are top priorities in their
As 77% of CX leaders told Zendesk, they are aware
that the responsibility for safeguarding customer
customer service strategies
data has landed on their plate. (Interestingly, of

CX TRENDS 2024 Data and Trustworthy Experiences 18

“Having at least one person As a result, CX leaders are working more closely
on the team whose primary with their IT counterparts to ensure a holistic

responsibility is data approach to data security, and they’re taking steps

to gain expertise in both data management and
protection is the bare regulatory requirements to make sound decisions
minimum in 2024. CX leaders for their companies and customers. However, while
must critically think about leaders have begun to educate themselves, 61%
report experiencing trouble keeping up, a nod to
their entry and exit points, and the complexity and fluidity of regulation and the
actively workshop scenarios technical challenges inherent to data management.
in which a bad actor may
attempt to compromise your Thankfully, they’re not alone in this challenge. In
fact, 75% of CX leaders tell Zendesk that external
systems. What is your level partners and vendors play a crucial role in helping
of exposure? What will you them gain knowledge and implement solutions.
do if there is a data breach? Despite eagerly partnering with vendors, CX leaders

Have you backed up your still face the tough challenge of selecting tools
that both safeguard customer data and enable
data lately? These questions personalised experiences (including, of course,
need to be asked now, before AI features). They know that it’s not good enough
there is an active threat.” to simply have AI tools for personalisation; those
solutions must keep customer data secure.

Brandon Tidd, Lead Zendesk Architect

CX TRENDS 2024 Data and Trustworthy Experiences 19

Percentage of CX leaders who believe they are That said, just 28% of CX leaders report that their
responsible for making sure customer data is safe teams have advanced knowledge about data
privacy best practice. Those gaps in expertise could
Company size Region pose serious problems for CX organisations who
are implementing AI tools – it’s one thing for a team
57% 77% leader to have a clear understanding of data privacy
best practice, but ultimately it’s the customer-facing
<99 Global
agents who must fiercely protect consumer data.

61% 75%
75% of CX leaders are
100–249 North America
actively collaborating with
80% 77%
external partners or vendors
to evolve customer data
250–999 Europe, Middle East and Africa
privacy in their CX operations
88% 86%
1,000–4,999 Latin America

83% 80%
5,000+ Asia Pacific

CX TRENDS 2024 Data and Trustworthy Experiences 20

 DATA AND TRUSTWORTHY EXPERIENCES

Security is no longer an add-on

but is seamlessly incorporated
throughout the customer journey

Every year, consumers lose billions of pounds client base – will take a serious hit. However, by
due to fraud. Whether it’s breached accounts, integrating stronger security measures into the
stolen identities or scams, most consumers have customer experience, businesses are beginning to
been victimised at least once in their life. It’s an tighten their defences without compromising the
unfortunate and frustrating reality – likely to fluidity customers demand.
become even worse with deep fakes – and as a
result, consumers have rightly become suspicious
74% of CX leaders say they

7
of the businesses that are charged with protecting
Trend their data. have detailed strategic
plans to counteract digital
While fraud will always be an issue, companies
now understand that security measures can’t be
deception and fraud in their
an ad hoc afterthought. All it takes is one breach CX operations
of security, and your company’s reputation – and

CX TRENDS 2024 Data and Trustworthy Experiences 21

 Those efforts have yet to resonate with consumers, near future, biometric verification will likely 56% of CX leaders admit their
though. While 83% of CX leaders think their be in use for highly regulated and high-risk organisation experienced a
customers trust their data security efforts, six in ten categories.) And now companies can leverage data breach or a cyberattack
consumers believe companies are falling short. That AI for proactive fraud detection, as well. targeting customer data in the
gap in trust is problematic on its own, but as 73% past year. Here’s how that figure
breaks down by company size.
of CX leaders note, criminals keep getting better
78% of CX leaders
at what they do, making it harder to safeguard
customer data. agree that ignoring
encryption in customer 33%
These challenges give CX leaders little choice but to
revamp and strengthen their CX security strategies,
service exchanges leaves <99

with the understanding that those efforts must be customer data vulnerable
50%
seamlessly integrated into the customer journey
without compromising the effortless experiences But let’s focus on transparency for a moment. 100–249
consumers take for granted. While that’s certainly a It’s a key element in building trust with
vexing challenge, it’s one that must be solved given customers, and as 80% of CX leaders state, “if 61%
that 70% of consumers won’t purchase a product our customers don’t understand how we use
or service from a company they view as having their data, they may feel violated and opt for 250–999
lacklustre security measures. brands they deem more transparent”.
62%
Thankfully, CX leaders have options for seamlessly The first step to achieving that much-needed
1,000– 4,999
integrating security measures into customer transparency is to be clear with customers
experiences, most of which aren’t new, including about how you handle and protect their data.
64%
multifactor authentication, encryption of service
interactions and being transparent with customers 5,000+
about security and data privacy practices. (In the

CX TRENDS 2024 Data and Trustworthy Experiences 22

“Adopt a policy of transparency Beyond that, your company must make it easy for
regarding how personal customers to opt out of data collection – it can’t

information is to be used simply be, “your data is ours; trust us”. And because
criminals continually find new ways to compromise
in relationships to conduct networks – often by capitalising on human error
business as well as how it is – every business needs to implement the latest
protected from those who security measures.

would use it differently. Be able Staying vigilant about security takes resources and
to verify a customer identity commitment, and for some CX leaders, it might
without having to follow verbal not be second nature quite yet. But failing to weave

verification procedures.” strong security measures throughout the customer

experience is a recipe for disaster. Nevertheless,
with some forethought and dedication, you can
Steve Lacoss, Supervisor of Production
implement security measures in ways that enhance
the quality of the experience and build trust.

CX TRENDS 2024 Data and Trustworthy Experiences 23

 TRENDS POWERING

Next gen and

immersive
experiences
Trend 8 Trend 10
Live and immersive experiences Predictive agent management tools are
are now heavily influencing the finally surpassing traditional methods
future of online shopping

Trend 9
Voice is carving out a more
advanced role focused on handling
complex and escalated issues

CX TRENDS 2024 24
 NEXT GEN AND IMMERSIVE EXPERIENCES

Live and immersive experiences

are now heavily influencing the
future of online shopping

Years after the advent of e-commerce, customers more engaging and feature real-time guidance
take convenience as a given. Almost anything can and tailored information. When completing a
be ordered online and delivered to your doorstep purchase, customers need to feel that they
in a matter of days (if not minutes). But consumers really understand the product or service, which
aren’t content with the status quo: they want more. should also inspire the same level of confidence.
They’re asking for conversational commerce and
the ability to buy products within chat interactions. Now, 80% of consumers expect chat agents

8
In fact, they’ll even watch live-streamed sessions to and support representatives to assist them with
Trend gain shopping advice. everything they need. The line between support and
sales has begun to blur.
Immediacy and engagement now rule, driven partly
by the lockdowns of the pandemic and the rise of Conversational commerce, in which customers
new technologies. It’s not enough for transactions can make seamless purchases via chat or
to be seamless – they must also be messaging, has quickly become the new standard

CX TRENDS 2024 NEXT GEN AND IMMERSIVE EXPERIENCES 25

“Our revenue per user is higher in online shopping. In a single conversation –
when a customer is chatting with and make no mistake, the word conversation

us versus browsing the site on is key – a customer might open a chat session
to get support for a previously purchased
their own. And our conversion product, and through intelligently divined
rate in chat is nine times higher suggestions, that customer will be served relevant
than the standard conversion product options for additional purchases.

rate for customers using the

site.” Consumers report they are
only able to make purchases
Michelle Swart, Zendesk Administrator directly within chat-based
and Data Analyst
conversations with agents
34% of the time
While companies see the potential here, they’re
lagging behind in terms of implementation.
Investments are being made, but as it stands,
just 33% of businesses have implemented
conversational commerce. However, 56%
plan to explore conversational commerce and
make it available to their customers in 2024.

While businesses make slow gains in offering

conversational commerce, there’s another element

CX TRENDS 2024 Next Gen and Immersive Experiences 26

 on the rise: live-stream shopping coupled with The evolution in online commerce will only
real-time purchasing guidance. This is particularly accelerate, with conversational interactions and Live-streaming shopping
pronounced in Asia, but it’s making inroads in other live-streaming events becoming the norm. And investment in the next year
parts of the world. Its interactive and dynamic as two-thirds of CX leaders recognise, failing
nature resonates with consumers, and with it comes to embrace this change in the marketplace will
a host of benefits: a more human touch, better mean losing valued customers to those who do. 37% 39%
product knowledge, immediate expert advice and 36% 35% 37%

an overall more compelling shopping experience.

35%
30%
27% 27% 25%
To take advantage of this development, businesses
need to strategise. While setting up live-streaming Global AMER EMEA LATAM APAC
capabilities will require financial commitments, 74%
of CX leaders see those expenditures as justified. To
get there, 72% of leaders say they plan to partner Conversational commerce
with external vendors and partners. planned investment in the next year

With the implementation of live-stream shopping

37% 38%
experiences and conversational commerce comes
38% 37% 38%
the need for organisational changes. CX leaders
told Zendesk that they expect a need to update or
40%
29%
modify data privacy policies, as well as new training 31% 31% 29%

programmes for customer service teams. And,

Global AMER EMEA LATAM APAC
importantly, these CX leaders see AI playing a role in
handling automated responses and personalisation.
Greatly increase Somewhat increase

CX TRENDS 2024 Next Gen and Immersive Experiences 27

 NEXT GEN AND IMMERSIVE EXPERIENCES

Voice is carving out a more

advanced role focused on handling
complex and escalated issues

For many years, customer support teams worked

71% of organisations use
in what were deemed ‘call centres’, a nod to the
primary way customers contacted companies for digital channels primarily for
help with products or services. However, businesses first contact and voice for
have moved decisively toward a digital-first contact
approach – chatbots, messaging and of course that
resolving complex customer
old standby, email – with customers going along for issues or escalations
the ride, albeit cautiously.

9
That said, customers expect more when they do
Trend reach out via phone. If they’re going to the trouble
While most customers harbour no complaints about
of navigating a phone tree and waiting on hold,
this shift, they still want the option to talk to a real
consumers expect their issue to be resolved without
human being. So despite digital-first becoming
needing a second call. And considering that 60%
the new standard in customer service, customers
of consumers report being frequently transferred
expect voice to remain a viable channel, one that
to another agent or department on those calls,
serves as a source of nuanced and tailored support.

CX TRENDS 2024 Next Gen and Immersive Experiences 28

 it behoves companies to ensure that support
representatives are armed with context about the Preferred customer service
customer’s problem. channels for general issues
vs. complex problems
That presents a problem for companies, as CX
leaders attempt to balance their digital-first Complex
General
or nuanced
strategies with consumers’ demand for voice issues
problems
options. Some 41% of CX leaders say they plan to
increase their budgets for phone support in 2024, Phone call 16% 29%
which reflects the desire to meet customers where
they are.
Email 16% 13%

Yet, businesses must also ensure that their digital-

first channels deliver exceptional service by Self-service options 15% 5%
leveraging advanced AI tools and personalisation
techniques. If customers can find answers easily via
Live chat on the
digital channels – most notably self-service content 12% 10%
company’s website
– that in turn reduces the amount of phone traffic
for common issues.
In-person 6% 13%

Social media
5% 3%
platforms

This visualisation omits channels with a percentage below 3%

and instances of ‘no preference’.

CX TRENDS 2024 Next Gen and Immersive Experiences 29

 When companies create a seamless transition Here’s where voice AI capabilities will play an
from digital to voice channels for handling complex important role. CX leaders who see high ROI
issues, consumer confidence in the former rises. on their support tools are 62% more likely to
That in turn becomes a virtuous cycle in which prioritise enhancing their voice channel by using
customers feel increasingly satisfied with reaching speech analytics, natural language processing
out via digital channels, thus lessening demand for and voice AI.
phone options.
While voice channels aren’t going away anytime
For those CX leaders who see significant ROI on soon, they’re rapidly evolving. CX leaders
their CX tools, 54% are more likely to be actively seeking an edge should adopt a dual approach:
exploring integration opportunities between voice implementing advanced technologies to boost
and digital channels, suggesting that seamless their digital channels whilst levelling up their
omnichannel experiences will be created for agents’ soft skills, which will pay off in higher
customers to move from channel to channel easily, customer satisfaction and loyalty.
without having to repeat themselves.

42%
When customers do reach out over the phone, it will
be crucial to have those calls answered by agents
with more training, since they’ll be expected to
provide personalised and nuanced help for complex
of CX leaders see
issues. Meanwhile, to ensure those agents aren’t
spending time on low-complexity issues, CX leaders generative AI influencing
will need to invest in technologies that make their voice-based interactions
digital channels more effective at solving a wide
in the next two years
range of problems.

CX TRENDS 2024 Next Gen and Immersive Experiences 30

 NEXT GEN AND IMMERSIVE EXPERIENCES

Predictive agent management tools are

finally eclipsing traditional methods

CX leaders have long struggled with agent state, the transition from an operational view to a
management. How many agents are needed now, more strategic approach is proving painful.
and how many will the business require later in To ease this rocky transition, 79% of CX leaders plan
the year? When will demand spike, and should to increase their budget for more strategic agent
the company contract with a business process management tools. And of the 75% who already
outsourcing (BPO) agency for flexibility? Poorly use more strategic tools, the positive ROI has been
reasoned decisions about staff levels and training notable.
can wreak havoc on a support operation and have
a knock-on effect on the bottom line.
69% of CX leaders say that

10
Trend
However, leaders now have agent management forecasting future staffing
tools at their disposal that can take a lot of the requirements accurately
guesswork out of running a support operation.
These tools can offer both operational and strategic
remains a significant
foresight, helping managers make better staffing challenge
and training choices. But as 66% of CX leaders

CX TRENDS 2024 Next Gen and Immersive Experiences 31

“Tymeshift has helped us become This ROI comes in the form of more precise staffing
forecasts, which leads to improved operational
better staffed. Previously, we efficiency. There’s a direct correlation between
were guessing almost, based on those gains and better customer experiences

some of the numbers that we (reduced waiting times and less organisational stress).
These advanced agent management tools also
had. But now we have specific provide key insights into skill development, which
numbers, and Tymeshift reveals clear training paths for improved agent
performance. The value of those insights cannot
helped us figure out exactly the be overstated – with customer expectations on the
headcount that we need for each rise, companies must field a team of agents that are

part of the seasons that we go highly trained in both technical and soft skills.

through.” Agent management tools also promise to boost a

company’s ability to respond promptly to customer
Erik Jansen, Support Team Supervisor needs – not simply due to more accurate staffing,
however. The targeted training paths it reveals will
help agents understand how to resolve a customer’s
issue more quickly and greatly decrease the chance
that a customer will have to reach out again to get
the problem fixed.

CX TRENDS 2024 Next Gen and Immersive Experiences 32

 As CX leaders lean into advanced agent
management tools such as Tymeshift, they’ll
be empowered to refine their strategies in
ways that align perfectly with both business
objectives and customer demands. As a
result, CX leaders stand to upend a long-
running narrative about support operations
being cost centres, not profit centres.
Agent performance tools will lead to better
customer experiences, increased customer
retention and, crucially, higher profitability.

79%
of organisations recognise the need
for strategic agent management
and are collaborating with external
partners or vendors to facilitate this

CX TRENDS 2024 Next Gen and Immersive Experiences 33

Closing words
In this sixth CX Trends report, we delved
into three distinct trend areas: AI and
intelligent experiences, data and trustworthy
experiences and, finally, next gen and
immersive experiences. These 10 trends bring
intelligent CX to life in new and vivid ways,
marking the next step in the evolution of
customer experiences.

CX leaders cannot ignore these developments

– to do so is to cede ground to the competition, Learn more about how Zendesk
can help you unlock the future of
to watch trust and customer loyalty fade. The
ramifications for profitability and company
longevity cannot be overstated, and the intelligent CX with best practice
guides, virtual and in-person events,
businesses that come out on top will be the
ones that recognised these shifts and planned
accordingly. industry and employee size specific
Here at Zendesk, we’re ready to guide you findings and much more.
through these immense changes. Over the
course of 2024 and beyond, we’ll be providing
additional insights and best practice so your Check it all out at
company can excel in the era of intelligent CX.
cxtrends.zendesk.com/apac
34
Advanced methodology

Data from CX Trends comes from two Business survey countries: Consumer survey countries:
survey sources: one global survey (20 Australia (4.9%) Mexico (8.4%) Australia (6.1%) Mexico (6.4%)
countries) of 2,818 consumers and Brazil (8.1%) Netherlands (2.9%) Brazil (6.0%) Netherlands (3.1%)
another global survey (20 countries) of Canada (6.1%) Philippines (1.5%) Canada (6.0%) Philippines (1.5%)
nearly 4,441 business respondents. The Denmark (2.1%) Singapore (4.5%) Denmark (3.0%) Singapore (3.2%)
organisations surveyed ranged from France (5.7%) South Korea (5.4%) France (5.9%) South Korea (6.4%)
small businesses to enterprise-level Germany (5.1%) Spain (5.9%) Germany (6.2%) Spain (6.4%)
companies. Results from each survey India (5.2%) Sweden (2.2%) India (6.5%) Sweden (3.5%)
were weighted to remove bias from the Italy (5.5%) Thailand (1.7%) Italy (6.6%) Thailand (1.1%)
survey samples. Surveys were conducted Japan (5.0%) United Kingdom (5.1%) Japan (6.3%) United Kingdom (6.2%)
in July and August 2023. Malaysia (1.6%) United States (13.2%) Malaysia (1.5%) United States (8.1%)

Business survey roles: Consumer survey age groups:

Agents (22.0%) 18–24 (19.9%)
Business Leaders (78.0%) 25–39 (27.4%)
40–54 (27.0%)
55+ (25.8%)

CX TRENDS 2024 ADVANCED METHODOLOGY 36