Unlocking growth: Leveraging CX in today’s hyperconnected world

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of Indian consumers said that readily available support staff for checkout queries would encourage them to use self-checkouts more often.

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of India CEOs said that customer preferences had led to changes in how their companies created, delivered and captured value in the last five years.

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of Indian consumers preferred physically purchasing items like clothes and electronics offline.

Companies have always strived to deliver great CX – an aspiration that’s been evident in the way CX has evolved over the past couple of years. Many trends that arose have now become table stakes in providing exceptional CX – for example omnichannel operations, artificial intelligence (AI)-powered customer support and the continued importance of personalised experiences.

While there are a multitude of changes, five trends stand out as the vectors that could help drive revenue growth and enhance the reputation of brands. 

These five trends will continue to stay relevant as they have been crafted keeping in mind the cultural nuances of India, learnings from how consumers are changing, views from industry experts as well as PwC’s experience in crafting meaningful CX. Applied in the context of a business, they can help in reimagining the CX strategy and delivering game-changing experiences that can drive growth in revenue, reputation and retention.

Monetising CX in a holistic manner and a robust approach towards embedding the same into the business operating framework will be key to ensuring long-lasting profitable growth.

Trend 1

I want to be in the driver’s seat, but please be around just in case.

Trend 2

I want my offline experience to be enhanced

Trend 3

I want it in the blink of an eye.

Trend 4

I don’t mind paying more for a good experience. #YOLO

Trend 5

I want it to be real

Trend 1

I want to be in the driver’s seat, but please be around just in case.

Discusses the emerging trend of self-service among the customers with human interventions when required.

Trend 2

I want my offline experience to be enhanced

Consumers want upgraded physical spaces that are differentiated and surpass or at least match the experience benchmarks set by digital touchpoints.

Trend 3

I want it in the blink of an eye.

As an industry’s CX standards rise, customers expect similar exceptional experiences across sectors, with more emphasis on getting the best experience as soon as possible.

Trend 4

I don’t mind paying more for a good experience. #YOLO

Explores the shift in customer behavior from being price-conscious to being experience-driven, with customers willing to pay a premium for enhanced value and feeling of fulfillment.

Trend 5

I want it to be real

Customers expect transparency and empathy that goes beyond transactions and authentically resonates with the brand.

We spoke to leaders across industries – retailers, banks, insurance companies, hotels, automotive and media – and found that CX is a critical success factor. Leading brands across industries know that exceptional CX drives growth. It is no surprise, therefore, that they have been doubling down on delivering meaningful and memorable experiences to their consumers.

The trick is in being meaningful and memorable to your guests – as many of the leaders put it – not just at every touchpoint but also over time. CX will continue to shift in the years to come. So, if brands want to stay relevant and continue attracting and, most importantly, retaining their customers, they will need to grow, change and be agile.