The document summarizes key findings from Zendesk's CX Trends 2023 report on the rise of immersive customer experience. It identifies 5 trends defining immersive CX: 1) empowering conversations through flexible AI, 2) evolving AI to handle complex queries, 3) deeper personalization, 4) unlocking sentiment data, and 5) integrating customer-facing teams. It provides discussion questions and steps for companies to assess their readiness and begin activating each trend to improve the immersiveness of customer experiences.

1. CX TRENDS
2023
Immersive CX starts now

2. Agenda
Agenda
A look at the rise of immersive CX & why it matters
5 trends defining the new standard of immersive CX
How to begin acting upon the trends to make
experiences more immersive to maximize CX impact
Identify, plan, and track progress towards immersive CX with
important stats, questions, and steps

3. CX is continuing to
evolve and Zendesk
found immersive CX is
fast becoming the new
standard, redefining
how companies engage
with their customers
Source: Zendesk CX Trends 2023 (Global)
Immersive CX represents a significant shift
to more fluid, natural, and uninterrupted
interactions.
Consumers expect brands to meet them
where they are, and under their terms
through seamless and engaging
interactions that keep them in the moment.
Immersive CX is fueled by 5 tangible trends
defining the next evolution of great
experiences. Leading brands are already
embracing them.
Methodology:
Survey data from nearly 3,700 consumers and 4,800
business leaders, alongside findings from over 99,000
Zendesk Benchmark participants shaped our CX Trends
2023 report.

4. 74% of consumers who often interact
with support say their CS standards
have risen over the past year.
The shift towards more
immersive CX has been
accelerated by several
factors
● Pandemic and post-pandemic CX
investments have paid off, setting a
higher bar for customer experience.
● Leaders recognize the critical and
expanded role of CX; they are
investing more in CX to remain
competitive and to drive key
business results.
● Clear and elevated consumer
expectations are driving businesses
to develop more immersive
experiences across all the
touchpoints they use.
70% of consumers spend more with
brands that provide a seamless
experience between all of points of
contact.
71% of leaders are rethinking the entire
customer journey to build a more
fluid experience.
Source: Zendesk CX Trends 2023 (Global)

5. 5 Trends Defining the New Standard of Immersive CX
Enable flexible conversations to give consumers
what they want when they want
Businesses need to get their act together to avoid
missing the mark on personalization
Strong relationships will rely heavily on harnessing
consumer emotions yet teams are unprepared
Businesses have worked out initial AI kinks; now
there’s a new hill to climb
Bringing teams together leads to increased
revenue and better experiences
Empowering Conversations
Evolved AI
Deeper Personalization
Unlocking Sentiment
Integrated Teams
Source :Zendesk CX Trends 2023 (Global)

6. CX TRENDS 2023
Use the following slides to help
your organization move towards
offering more immersive
experiences

7. Questions for discussion:
❏ How effective is our current bot at handling more complex questions?
❏ Can our bot handle multiple questions at once?
❏ Does interacting with our bot feel conversational or mechanical?
❏ How are we using AI to personalize interactions with our customers?
❏ Is our organization lagging or leading in using AI/bots for CX?
❏ What are the barriers to improving our AI/chatbots? (For example, data silos)
How to activate this trend:
● Build flexibility into AI planning to take advantage of advances.
● Ensure your AI is able to handle multiple, complex questions.
● Personalize and deliver chatbot responses in a conversational way.
● Think about how AI could help free up agents time by analyzing tickets for triage or
routing.
Business must understand that AI approaches
must evolve with advances - implementation
isn't complete.
Important Stats:
72% of leaders say
expanding the use of AI
across their CX is an
important priority this
year.
67% of businesses plan
to increase spending on
AI over the next year.
64% of consumers want
bots to provide the
same level of service as
humans.
01
TREND
Source: Zendesk CX Trends 2023 (Global)
CX
TRENDS
2023

8. CX
TRENDS
2023
Questions for discussion:
❏ Do we currently make it possible for consumers to engage with someone
immediately when contacting our company? How long do they have to wait?
❏ Does our current customer service solution enable us to handle tickets across all
support channels from one place?
❏ What changes do we need to make to our customer journey to build a more fluid,
immersive customer experience?
❏ How are we currently using messaging channels like WhatsApp and direct
messages on social media to handle customer service issues?
How to activate this trend:
● Enable consumers to engage and get assistance across the channels and spaces
they use most.
● Provide the ability for interactions to stop and start across channels and spaces.
● Help customers get assistance without interrupting or removing them from their
primary task.
Ensure you are offering more conversational
experiences to maintain customer connections.
Important Stats:
72% of consumers
expect to engage with
someone immediately
when contacting a
company.
66% of consumers
would spend more with
a brand that enables
them to converse on
one channel and pick it
up on another.
60% of leaders say they
haven’t implemented
conversational
customer service but
want or are planning to.
02
TREND
Source: Zendesk CX Trends 2023 (Global)

9. Questions for discussion:
❏ How are we currently personalizing the customer experience in person and
online?
❏ Are we effectively using our customer data to personalize CX? Which data are we
using?
❏ How well are we doing at retaining customers? What role could personalization
play in improving retention?
❏ To what degree are we applying customer service data to improve other areas of
our business, like sales and marketing or operations and distribution?
How to activate this trend:
● Leverage customer service data for personalization.
● Don’t let data get stuck in silos.
● Pass data to agents and bots so they can act on it.
● Ensure you 2023 plan accounts for personalizing experiences beyond traditional
marketing activities.
Develop a personalization plan that ensure
every interaction demonstrates a deeper
understanding of your relationship.
Important Stats:
79% of leaders believe
service data is
important and should
be leveraged more for
personalization.
77% of leaders agree
personalization
increases customer
retention.
62% of consumers feel
most companies could
be doing a better job
personalizing their
experiences in-store
and online.
03
TREND
Source: Zendesk CX Trends 2023 (Global)
CX
TRENDS
2023

10. Questions for discussion:
❏ What is our current CSAT? How frequently are customers having bad experiences,
or giving us below-average satisfaction scores?
❏ Are there areas in our customer service that frustrate our customers or make
them react negatively?
❏ Are we currently collecting and using customer sentiment data? Why or why not?
❏ How could we use sentiment analysis to personalize our customer experience for
customers who are frustrated?
❏ Are we analyzing trends in customer service tickets into opportunities to educate
customers or improve their experiences?
How to activate this trend:
● Formally track and leverage sentiment data to understand customer pain points
with your products and services.
● Use sentiment data to shape a customers’ journey.
● Use out of the box solutions that automate capturing of sentiment data.
Formally track customer emotional data across
interactions to improve experiences and drive
results.
Important Stats:
71% of organizations
have proactively tried to
improve customer
wellbeing over the past
year.
66%: of consumers who
often interact with
support said a bad
interaction can ruin
their day.
Only 22% of leaders and
managers say that
customer sentiment is
used to personalize the
experience a customer
receives.
04
TREND
Source: Zendesk CX Trends 2023 (Global)
CX
TRENDS
2023

11. Questions for discussion:
❏ Which teams do my customers currently reach out to the most? Why?
❏ What are the most common reasons why teams can’t answer customer
questions? Are they missing data we could give them?
❏ How are we getting important customer context (purchase history, past
interactions, etc) to agents to improve our customer service?
❏ What teams should we be encouraging to work more closely to improve
customer experience? Should we combine any departments?
❏ What are the current obstacles to having a more seamless transfer of customer
context across our organization?
How to activate this trend:
● Evaluate internal CX processes to understand the teams, tools, and data used at
each step of the customer journey.
● Ensure that the CX tools you use are flexible to adapt to shifting consumer
demands.
● Consider merging CX teams or capabilities.
It’s time to rethink and change the way teams
are structured, the way they share data, and the
way they collaborate.
Important Stats:
77% of leaders who view
their service
departments as cost
centers wish they were
revenue drivers.
72% of leaders agree
merging teams and
responsibilities around
CX would increase
operational efficiencies
64% of leaders say their
organization has plans
to merge CX
responsibilities or teams
in the year.
05
TREND
Source: Zendesk CX Trends 2023 (Global)
CX
TRENDS
2023

12. With Zendesk for
Service you can
deliver more
immersive
experiences
Ensures your customers can have fluid,
natural conversations across their journey.
Helps bots have meaningful conversations
at scale.
Enables deeper personalization by
integrating systems and by automatically
tailoring experiences.
Predicts intent and customer sentiment
with automation and AI.
Makes it easy for teams to work together
using their existing tools.
Source: CX Trends 2023, Zendesk customers compared to non-Zendesk customers
Source: Zendesk CX Trends 2023 (Global)
ZENDESK
CUSTOMERS ARE
35%
more likely to rate the quality of CX
provided by their organization as
excellent.
ZENDESK
CUSTOMERS ARE
20%
more likely to say they’ve seen a
positive ROI on their customer
service technology over the past
year.

13. thank you