What's Next? The Customer Function in 2034

The Scoop

In our regular issues of Customer Champions, we typically focus on actionable insights and current best practices that you can implement today. However, the rapidly evolving landscape of customer success demands that we occasionally lift our gaze to the horizon and examine what lies ahead.

For this special feature, we're departing from our usual format to take a deep dive into the future of customer success. Drawing from current trends, industry research, and expert predictions, we'll explore how the CS function might transform over the next decade.

While some of these predictions may seem ambitious, remember that just ten years ago, concepts like AI-powered customer service or fully remote CS teams seemed equally far-fetched. Today, they're fundamental to many organisations' CS strategies.

We believe this forward-looking perspective will help you make more informed decisions about your CS investments and strategy today, while preparing your team for the opportunities and challenges that lie ahead.

Our regular scheduled content will return in the next issue, but for now, let's take an exciting journey into the future of customer success.

Stay ahead of the curve

Cheers, Tomas Chief CS Enthusiast, Customer Champions

The Future of Customer Success: 10 Key Trends Shaping 2034

The customer success landscape is on the cusp of a dramatic transformation. As technology continues to evolve at an unprecedented pace, CS teams must prepare for a future that looks vastly different from today. Drawing from current trends and expert predictions, we explore how the customer success function will evolve over the next decade.

Why this matters now

With artificial intelligence becoming increasingly sophisticated and customer expectations continuing to rise, organisations need to start preparing for these changes today.

Research shows that existing customers account for between a third to half of total revenue growth, even at start-ups. As companies transition to subscription-based models, customer success is becoming a critical driver of business growth rather than just a cost centre. 

This shift is just the beginning of a larger transformation in how businesses approach customer success. Here's how we envision it evolving, backed by current trends and expert predictions:

🤖 AI-Powered Hyper-Personalisation: AI will become the co-pilot of every CS professional, enabling real-time, context-aware interactions tailored to each customer's unique needs and preferences. A study by Accenture found that 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations. Example: Spotify's AI-driven personalised playlists have led to a 30% increase in overall listening time.

🔮 Predictive Customer Success: Advanced analytics will shift from reactive to predictive models, allowing CS teams to address potential issues before they arise and identify growth opportunities proactively. Gartner predicts that by 2025, 40% of customer service organisations will become profit centres by becoming de facto leaders in digital customer engagement. Example: Adobe's predictive customer AI has helped reduce churn by up to 50% for some clients. Source: Gartner Customer Service and Support Predictions

🤝 Immersive Customer Experiences: With the rise of AR and VR technologies, Customer Functions will create immersive, multi-sensory experiences for product demonstrations, onboarding, and support. The global AR and VR market in retail is expected to grow to $575 billion by 2030. Example: IKEA's AR app allows customers to visualise furniture in their homes, increasing purchase confidence and reducing returns.

❤️ Emotion AI Integration: Customer Functions will leverage emotion AI to read and respond to customers' emotional states, enhancing empathy in digital interactions. The emotion detection and recognition market are projected to reach $42 billion by 2027. Example: Cogito's AI-powered voice analysis helps call centre agents respond more empathetically, improving customer satisfaction scores by up to 20%.

🔗 Blockchain for Trust and Transparency: Blockchain technology will be integrated into Customer Functions to ensure data transparency and build trust in areas like pricing, contracts, and loyalty programs. A Deloitte survey found that 53% of organisations consider blockchain a critical priority. Example: Walmart uses blockchain to increase food supply transparency, allowing customers to trace their products' origins instantly.

🌱 Sustainability-Driven CS: Customer Functions will play a crucial role in driving and communicating companies' sustainability initiatives, aligning customer success with environmental and social responsibility. 73% of consumers say they would definitely or probably change their consumption habits to reduce their environmental impact. Example: Patagonia's Worn Wear program, which repairs and resells used clothing, has strengthened customer loyalty while promoting sustainability.

🌐 Gig Economy CS Specialists: Customer Functions will tap into a global pool of gig economy CS specialists, providing 24/7 expert support across multiple domains and languages. The gig economy was expected to grow to $455 billion last year. Example: Upwork's Enterprise solution allows companies to access on-demand customer support specialists, reducing response times by up to 30%.

👆Biometric Customer Identification: Advanced biometrics will streamline customer authentication, making interactions smoother and more secure. The global biometrics market is projected to reach $127.32 billion by 2030. Example: HSBC's VoiceID system has reduced telephone banking fraud by 50% while improving customer experience.

⚡CS-as-a-Service Platforms: Third-party platforms will emerge, offering modular, AI-driven CS services that companies can integrate into their existing structures. The Customer Experience Management market is expected to grow to $27.12 billion by 2028. Example: Zendesk's Sunshine platform allows businesses to build and deploy custom CS applications, reducing development time by up to 70%.

These predictions paint an exciting picture of the future Customer Function – one that's more intelligent, proactive, and deeply integrated into every aspect of business operations. As we accelerate into this future, companies that invest in these technologies and approaches will be best positioned to deliver exceptional customer experiences and drive sustainable growth.

Remember, the Customer Function of 2034 won't just be about satisfying customers – it will be about anticipating their needs, exceeding their expectations, and creating lasting, value-driven relationships that benefit both the customer and the business.

While these technologies might seem futuristic, the foundations for this transformation are being laid today. For SMEs, the key is to:

• Start small but think big

• Build a strong data foundation

• Focus on creating value-driven customer relationships

• Invest in team upskilling

• Keep sustainability in mind

Let me leave you with this final thought from me.