Alice in Customerland: Why the future of customer experience research will be more human-centered

This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.

Introduction

The rise of bots, artificial intelligence (AI), virtual reality (VR), Internet of Things (IoT) and other technological breakthroughs in the customer experience (CX) solution landscape indicates an increasingly automated journey, with more companies craving more data and technologically seamless experiences. However, in this paper, we predict an unprecedented demand for human care and personal relationships across customer journeys, including the possibility of failure, forgiveness and/or having fun. To envision the future of market research, we will illustrate how "augmented" research in 2027 can empower people, transform organizational cultures and inspire future value propositions. Powered by a unique hybridization of...

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