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The first part of the customer experience was focused on public services, in this second part we discuss the trends in general and more focused on the area of product sales based on a job to be done and publish Richard Shapiro who is Founder and president of the Center for Client retention (http://tcfcr.com/) and a leading authority in the area of customer satisfaction and fidelity.

 The trends for this year 2019 of the customer experience increase considerably and the main challenges are as described below. Here we will see how new technologies are associated with the customer experience and with the new disciplines of digital marketing.  Artificial Intelligence (AI) Artificial Intelligence tops the list of trends and will allow purchases to be more personalized than ever. Today the individual demands a level of maximum personalization in everything, unique experiences, unique garments, unique cars, unique reports and these tools already personalize the purchasing process. To do this it is necessary To understand it better and To know how it relates to the brand. The avalanche of artificial intelligence will make navigating the Customer Experience more challenging in 2019.  AI allows companies to use the information they collect on a particular customer's purchasing habits to create a more personalized experience and predict future actions. The predictive analysis of the consumer is not new, and neither is its use for example for Amazon. Already in 2010, Jeff Bezos mentioned these tools as one of the techniques and technologies that the company was already exploring to enhance its customer base knowledge. A pioneering application from Amazon allowed to predict if a caller was reviewing an order and then the system omitted the automatic and superfluous response options and carried it directly to the information he was looking for. United Airlines, Netflix and Spotify are other brands that apply artificial intelligence algorithms to their customers ' data and create beneficial results for all. Regardless of industry, companies must continually evaluate how the customer experience is and although we know that most consumers prefer self-service and that companies want to reduce overhead, we must have in He says that when a client bumps into a wall, he ALWAYS wants a human being to intercede. There is the prize, because the human element will remain the key differentiator between your company and the competition. Pleasure in Experience Another trend is always to try to provide a more enjoyable experience through the characteristic smells, cute decor and a nice music, that encourages consumers to remind us and then come back, but when the experience It helps them make better buying decisions, and returning becomes a target. A powerful way to achieve this is to help customers physically understand the usefulness of our products for a particular situation. 

For example, the clothing salesman Canda Goose, discovered this and has been installing refrigeration chambers in its flagship stores so that customers can test their coats under the conditions for which they were designed. The Store is no longer a place simply to show products, but to provide experiences.

As our smart phone screens increase in size, new products, markets and opportunities are leveraging those new properties. Apple recently acquired Next Issue Media and its "Texture" application, which some describe as "Netflix for magazines." For a few dollars a month, subscribers have access to a wide variety of popular magazine content. For brand Advertising, one of the most important opportunities is in mobile games. To date, brands only employ 15% of advertising spending on mobile gaming applications, but that is about to change. Players are increasingly open to ad-led content, and according to the ads, today's mobile applications are integrated with customers ' devices, ensuring publishers and advertisers can leverage signals from Key data for seamlessly connecting a message relevant to the correct user. In synthesis, as the screens of our smartphones grow, so do the options and benefits of mobile advertising. While "superfans" can be a small subset of a customer base, they are extremely important to the brand's success. We often see large rows of people waiting for the opening of a new H&M store or a new IPhone model. For example, Nike, Adidas and Ralph Lauren are among the brands that use "secret" applications to cultivate relationships with their most devout fans. The interaction with customers in these applications produces a lot of information about preferences, values and motivating factors, while rewarding their loyalty. Adidas ' Tango Soccer application offers a variety of video challenges that street players and footballers find addictive. Nike has meanwhile launched Nike unlock for NikePlus members, offering different types of content such as fitness and meditation classes, ambient music and augmented reality-based encounters with new products. Ralph Lauren has the Polo app where you have everything you need to buy your collections around the world, plus limited-edition products that are no longer available in stores. Surface applications will change the Customer experience game in 2019. Voice Communication text messaging has always been convenient; A text is sent and the recipient reads and replies the message in due time. It Is Perfect in many situations, but voice chat makes any conversation copper MORE life. It Is more personal and helps to avoid misinterpretation that can occur with text communication. An application that hopes to conquer this space is Zello. Described as "the mobile push-to-talk application that redefines the Walkie Talkie", Zello aims to allow him to speak with friends and colleagues. Zello offers free and paid professional versions, and highlights its usefulness in teamwork. As you would expect, Apple is also in action. A walkie-talkie feature included with the watchOS 5 software update allows voice conversations in your Apple Watch. It Is too early to predict how much digital communication in the Walkie talkie style will affect the customer experience, but we hope to hear much more about this development in the coming years.  Podcasting is one of the forms of digital media that has grown mostly in the last time. After Steve Jobs called the podcasting as "the next generation of radio," that vision has been fulfilled, and millions of Americans now listen to podcasts regularly according to Edison Research's Podcast Consumer 2018 report. It's Not just Apple's commitment, it's also Google that's pushing for widespread adoption. Google now plans to apply IA in several ways: offering automatic subtitling, language-to-order translations, enhanced search features, and an intelligent suggestion engine. So How does this impact digital marketing? First, in relation to other media and formats, the costs of producing a podcast are low, with few barriers and an accessible public for relevant topics. Take a look at GE's, eBay's, or Sephora's branded podcasts for example. Within the advantages that the client see in the podcast advertising on other digital media can be mentioned: There are no popups, videos that are played automatically or clippings intrusive ads that are noisy and not synchronized with the tone of the program. There is No easy way to omit ads in a podcast. Projection mapping technology allows you to project virtual and three-dimensional images where the client imagines immersed in that new world. While events with full-fledged immersive projection are beyond the reach of organizations with limited budgets, there is a great incentive for technology companies to produce applications that small and medium-sized enterprises and organizations They can use them at low cost. If you could have a brainstorm about the application of your dream, and make an immersive projection map. Fidelity Programs The Traditional Customer loyalty program is implanted and will remain, but the concept of payment for being a VIP client appears with a higher priority.

Research shows that members of a loyalty program that pay to belong to them are encouraged to follow the brand's messages, use the benefits and share personal information beyond the basics.

Along with the most obvious benefits, it has been shown that these programs create a sense of exclusivity that does not meet the free variety. The customer usually wants to feel exclusive. For example, Amazon has been extraordinarily effective in convincing customers with significant purchasing power to accumulate 99 dollars per year for a Prime membership and an astounding 82% of U.S. households with high annual income are members, and These members spend annually 250% more than non-members. Among the younger population this is even more convincing, as they say they would have to pay to belong to these privileged client programs. And Let's remember this phrase: "The customer is still the king, and in this technology-driven digital age, the Customer Experience is key factor."