The future of CX

Dr Chris Brauer, Goldsmiths University David Burnand, Adobe Marketing Cloud

The future of CX

Dr Chris BrauerDirector of innovation and senior lecturer
Goldsmiths University
@twae

David BurnandMarketing lead for north Europe
Adobe Marketing Cloud
@davidburnandCX expectations are higher than ever - more than ever before, customers expect an immediate response to a post or enquiry.

64% of adults surveyed by @Adobe & @GoldsmithsUoL say a good digital experience allows them to discover new and unexpected things #CXB2B

Empathy: create a humanising experience, not a dehumanising experience (not a robotic call centre). Empathy is the foundation of trust in a relationship. Imagine walking in your customer's shoes, and they will engage with you.
Reciprocity: customers will be happy to contribute to machine learning if it makes the service better. "People don't want technology to use historic habits to predict future ones. We want to feel that we can change"