Key Experience Strategy Trends for 2023, Trend 4: Uncertainty is Certain

To maintain relevance and value, assume that abnormal is the new normal.

Now that we’ve proved how adaptable we are, customers will increasingly expect agility. Experience strategists will need to rethink customer journeys and experiences to deliver just-in-time products and services despite outages and political instability. 

• Nearly 3 out of 4 people believe it’s important for brands to adapt to unexpected circumstances, but less than half believe brands are doing it well.

• We’ve always heard that customers don’t like change, but nearly 70% say they want brand experiences to adapt and evolve.

How are customers and companies responding?

• Side hustles are being used to make ends meet

• Workplace drain is changing hiring

• Experiences are becoming more valuable

• Supply chains are becoming more resilient

• 3D simulations, AI and HI (human intelligence) are filling gaps

• Data is being used for personalization and strategic optimization

• New channels are being added to meet new needs

• And most impactfully, more and more companies are rethinking customer journeys based on customer modes.

To learn more about customer modes and how they can influence your experience strategy, listen to the Modes series of The Experience Strategy Podcast and read more about this trend in the 2023 Experience Strategy Trend Report.