The All4Customer trade show drew to a close on Thursday, March 28, 2024, bringing to a close three enriching days of exchanges and highly instructive information concerning customer relations. This period gave us the opportunity to define the emerging trends in customer relations for the year 2024.
The main trends to follow
Between March 26 and 28, 2024, the All4Customer trade show took place in Paris at Porte de Versailles, attracting experts in user experience and customer relationship management. This crucial annual gathering revealed the latest news and developments in customer strategy, focusing on solutions that simplify processes for teams, while promoting the ethical and sustainable use of technology.
Companies focused on customer relationship management (CRM) systems were present, looking to establish easier technical connections, including with monitoring tools. Call centers, faced with ever-higher expectations, were looking for ways to automate immediate responses to certain queries, while at the same time wishing to restore a more human touch to interactions. From this point on, we can identify several main trends:
- The skyrocketing rise of artificial intelligence One of the first observations we could make was that a large majority of the companies present at the show were highlighting the use of AI in their processes. Numerous events (conferences, masterclasses and workshops) focused on the use of AI to transform customer relations, whether through automation, customer interaction analysis, chatbots or even the creation of optimized SEO content. AI enables large-scale personalization and greater efficiency in customer interactions.
- Exploiting social networks and instant messaging : The use of platforms such as WhatsApp for Business and social selling strategies are highlighted as revolutionizing customer interactions. These channels enable more direct and personalized communication, fostering a close relationship with customers.
- The importance of engaging, adaptive digital content With conferences focusing on short-content video, SEO and podcast creation, it's clear that content is still king. The ability to produce digital content that is both engaging and tailored to consumers' preferred platforms is crucial to attracting and retaining customer attention.
- Enhancing the value of the customer advisor through technology : Several sessions also focused on improving the customer advisor experience, not only through AI but also through other digital tools. By enhancing the role of the advisor, and offering him or her a maximum number of technological tools at their disposal, companies can not only improve the well-being of their employees, but also the quality of service offered to customers.
Choosing the right technology for the right purpose
Faced with the plethora of technological solutions that can help improve customer relationship management, it can be difficult to find one's way around. And while there are different types of AIs for different uses, the recent boom in generative AIs and the FoMO (Fear of missing out) that is taking hold, further supports this uncertainty. So Killian Vermersch's talk "In an era where generative AI is taking center stage, how do you choose the right technology and product?" makes perfect sense. In this talk, we learn that when choosing one AI over another, there are important selection criteria such as the nature of the data, explicability, objectives, and precision versus creativity. So it's important not to simply follow the trend, but to find out what's available on the market. different advantages and drawbacks of different types of AIs. Thus, the conference ended with a key point: future solutions will, according to Killian Vermersch, be hybrid compositions using the right tools.
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