Paul LangNovember 08, 2021

Top Customer Experience Trends for 2022

Creating an amazing customer experience is a top objective for every business. An amazing customer experience is an experience that customers go out of their way to tell their friends and family about their experience with your brand.

Delivering an amazing customer experience requires staying current on industry trends to get a firm grasp on what is happening in the market, with competitors and the experience customers expect. With this in mind, we have created a short list of customer service and contact center trends that should be top-of-mind as organizations prepare for the new year.

Contact Center Employees are Ambassadors

The role of contact center employees is rapidly changing; ever evolving. Even with all the self-help and AI options available to customers, customer to employee interactions with the contact center are still an important piece of the customer journey. In addition to being brand ambassadors, contact center employees are key problem solvers, customer relationship managers, sales executives, expert advisors, business consultants, and transformation experts.

This employee evolution has also made contact center jobs even harder; because employees must deal with more complex, more emotionally demanding interactions, while one of the biggest challenges they face is finding accurate, available, accessible information quickly, particularly when impatient customers are waiting.

Organizations can make it easy for employees to deliver the experience customers expect by giving them a desktop that works for them. Eliminate screen switching and keep employees motivated and focused on delivering that amazing customer experience by personalizing employee experiences with a composable employee workspace that easily brings customer insights from different applications (CRM and third-party systems) into a single pane of glass.

Other areas to consider for boosting brand ambassadorship and motivation include: How do we plan to reward great performance? What type of training and career paths are available to employees? Are there management opportunities since the contact center is the ideal location to learn about the entire business?

Customer Experience Goes Organization Wide

Serving customers now goes way beyond just contact center employees providing customer service.  To thrive in today’s experience economy, organizations must embrace a customer-centric culture by empowering every employee regardless of job title or location to contribute to customer experience.

Seamless cloud-based unified communications and contact center applications enable organizations to embrace this customer-centric culture by making every employee, not just the customer service team, responsible for customer experience. Imagine the experience improvements organizations can drive by enabling contact center employees to easily reach subject matter experts located in the back office, warehouse, a branch office, or an employee working from home, in the moment when it counts the most, to quickly resolve customer inquiries. Or empowering contact center employees, sales representatives, and back-office employees to collaborate (voice, video, text and share files) on key customer or organizational initiatives with a single click.

Watch this 2-minute video to learn how organizations are using seamless cloud-based unified communications and contact center as a service applications to power their employee and customer initiatives.

AI is No Longer A Nice to Have

Infusing Artificial Intelligence (AI) and machine learning into customer experience are no longer “nice to have” technologies. AI and machine learning are now critical components of any successful customer experience initiative.  How far along the process are you? Below are three recommendations to give both employees and customers the experience they crave.

Deploy AI-enabled virtual agents deliver conversational, 24/7 customer support and connect customers with a live employee when needed. When an interaction needs to be elevated to an employee, the virtual agent intelligently routes the customer to the best-equipped employee using information uncovered during the self-service experience. Employees receive conversation details with prompts and step-by-step guidance to solve customer inquiries enabling them to create a smarter and more personalized customer engagement. 

Leverage Conversational Intelligence to support the most demanding in-call applications. Think about the productivity and customer experience improvements organizations are driving by populating employee desktop screens with relevant information such as sales scripts, compliance statements, upsell offers, FAQs, or knowledge management content based on the words, phrases and sentiment spoken by customers.  Since every word of every conversation is recorded and transcribed in real-time, this AI tool can automatically insert call transcriptions into CRM customer records reducing employee after-call work and enabling employees to focus on building customer relationships, not take call notes. See how leading global business process outsourcing (BPO) service provider, Atento, uses Conversational Intelligence to reduce employee after-call work by 65%.

Customers want real connections with the brands they do business with. Intelligent routing applies rules to route interactions - based on an extensive amount of customer (interactions, behavior, transaction history), situational (location, weather, time, day) and employee (skills, experience, performance, location, language, gender) data - with the best resource to solve the specific customer need. Route customers based on personality, past inquiries, or even the employee they spoke with the last time they called.

Stay Ahead with Composable, Continuous Innovation

Success depends on having an always-on organization that can quickly adapt to constantly changing customer and market demands. The future is powered by cloud applications that can be composed into amazing experiences for more and more progressive use cases. Composability is a combination of technologies that enables organizations to constantly refine and redefine their business. Organizations simply choose the modular cloud-based apps and AI components they want, and then compose and combine communications capabilities to achieve any outcome.  

Communications Platform as a Service (CPaaS) provides the composable cloud communications layer and integration that enables universal systems and applications connectivity across the entire organization.

CPaaS is the Force Multiplier for extending existing solutions like UCaaS and CCaaS to develop and deliver new customer, employee, user, and total experiences. Using composable building blocks, secure hybrid cloud application connectivity, AI capabilities, data-driven automation, and pre-built next generation workflows; organizations can develop, extend, and customize applications when they need them, including integrating them into existing infrastructures. This helps convert projects that previously took months or years into projects that take only hours or days.


Every day, Avaya is helping organizations transform their businesses and generate business value with Avaya OneCloud – real value that changes how employees and customers experience organizations inside and out. And we believe in a customer experience that keeps customers coming back for more and telling their friends about their experiences. Please reach out to your Avaya account manager, authorized Avaya partner or contact us if you want to discuss how you can bolster customer and employee experience for the next calendar year and beyond.

We’ve also have Customer Experience Track at Avaya ENGAGE. In that track, we explore everything customer experience related — contact center technologies, strategies, culture, people — and provide a roadmap for creating experiences that matter for the Everything Customer. Hope to see you there.

Top Customer Experience Trends for 2022

Paul Lang

Paul leads Contact Center Marketing for Avaya. His career spans 25 years in the Contact Center market with leading roles in Product Marketing and Product Management. Paul focuses on the marketing of the full range of Avaya's Contact Center Portfolio to drive adoption with new and existing customers.

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