What does customer service look like in 2021?

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Expectations in 2021 will leave little room for error when it comes to customer experience. Those who have invested and continually prioritize customer service will flourish, while those who put it on the back burner will need to act quickly to remain competitive.

For most businesses across almost every industry, 2020 will forever be a defining year. Many companies have needed to adapt their processes, offering and services to meet the demands of the current landscape. While adapting to these new expectations, customer expectations have skyrocketed, leaving many scrambling to meet these new demands too.

Here are 3 areas that will require your focus in 2021 – and beyond.

1. Greater focus on the Agent Experience (AX)

Over the last decade, customer experience has become a business priority, but now that it’s been fully embraced, there is still a missing focal point – the agent experience. Focusing on your CX without simultaneously prioritizing your AX can put you at a disadvantage.

AX is defined as the holistic view of how empowered, efficient and influential a company’s customer service agents are. As is the case with almost any department in a company, prioritizing your team and staying in-touch with employee morale is the only real way to ensure positive customer reactions.

2. Omnichannel communication will be everything

A true omnichannel approach delivers a seamless and consistent experience across a variety of communication channels. This includes factoring in different devices, behaviors and preferences of a consumer.

Studies have shown that consumers no longer just want the ability to simply communicate with businesses when or where it’s most convenient for them – they expect and demand it.

Unlike previous years, this type of conversational commerce is more than just a live chat option. Consumers expect to contact your business immediately on the platform they prefer, whether that is Facebook, WhatsApp, Email, Telegram, email etc. The right tools and processes will allow you to offer consumers a unified experience.


Personalization is another critical component of customer experience. Pre-pandemic, this was a focus for companies but not yet a priority. However, since 2020, businesses have integrated development strategies to increase the entire customer life cycle experience, which focuses on hyper-personalization.

63% of customers expect personalization as a standard. This applies to all touchpoints, and those failing to meet this expectation risk losing customers to competitors. Therefore, most businesses will look for ways to collect data and better leverage it to understand where to start and how to personalize effectively.

Hyper-personalization involves using customer data to improve the overall experience as close to real-time as possible with artificial intelligence tools. Hyper-personalization is now a recognized method for simplifying the conversion channel. By making data collection more relevant for customers with hyper-personalization, many businesses have already been able to advance their lead generation efforts.

Read more from Smartz Solutions

The Rise of Automation: RPA, Intelligent Automation and Hyperautomation
6 best practices for creating effective surveys
How employee satisfaction will drive customer satisfaction in 2021

About Smartz Solutions

Smartz Solutions specializes in managing customer and employee experiences through our enabling technology. Our success is based on technological foresight and strong business knowledge, enabling us to develop integrated solutions that meet your business needs.

Our power lies in turning insights into strategies and giving you the power to make effective business decisions. Based on a wealth of knowledge covering multiple industries, we have developed a suite of products that include the entire customer engagement journey offering best-in-class, world-class applications in a single end-to-end CX and EX platform.