New 2b AHEAD trend study predicts the end of customer communication
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Released today: "Customer Dialogue 2025" by the 2b AHEAD ThinkTank
Twenty-minute hotline waits, long lines at checkout, the need to proactively search for an alternate connection – for most consumers, these things are unacceptable even today. And they will certainly not be the future of customer dialogue. Rather, the optimal customer dialogue of the future is one that we no longer notice – and which, in the best case, recognizes needs in advance and leads to suitable products and solutions instead of merely handling complaints after the fact!
Over the past few months in the 2b AHEAD ThinkTank, we have conducted intensive research into the future of customer dialogue. We spoke with experts, discussed a range of theses, and drew up a picture of the future for customer dialogue in 2025. One of the key findings we made is that customers will no longer want a situation where they have to communicate with companies in the future. They won't want to call the telecommunications provider because the router is broken; they won't want to identify the most efficient way to their next appointment. Rather, in the future we will be accustomed to having all conceivable questions about products or services answered proactively by the company – before we can ask them. The new will become the normal, and the normal will be expected. The consequence: Anyone who still has to interact directly with customer service in the future will know that something isn't right with the picture.
We forecast at least as far-reaching development in the case of customers' future technological equipment. The rapidly growing performance capability of artificial intelligence is driving the use of bots – especially on the customer side. Bots will procure information for customers, evaluate it, and on this basis will advise them and take care of their needs. And naturally they will always act in the user's best interests. From the customer's point of view, bots thus become the universal interface to companies – be it the mobility provider, the telecommunications provider, or the food manufacturer, doctor, or pharmacy. The customers of the future will communicate through their bots.
An obvious consequence for you as a provider: If you are not in a position to enter into this dialogue with your customers' intelligent assistants, you risk being left behind very quickly. If you want to negotiate prices, services, product details, and terms and conditions with your customers in real time, then you will also need high-performance AI systems. As a result, customer dialogue will evolve away from interpersonal communication towards interaction between artificially intelligent systems. Intelligent bots will take over the customer dialogue of the future. For humans, this means the end of customer communication.
Read in our new study how you can future-proof your customer dialogue today: strategically, technologically, and in your company processes. The study "Customer Dialogue 2025" was carried out in cooperation with IBM Germany and Genesys. Together, we discussed the future of customer dialogue in very open, curious, and passionate discussions. We would like to thank our cooperation partners for the constructive and friendly cooperation they showed us every step of the way.
You can download the study from our website – as always free of charge and free to be shared. The study is intended to advance discussions, broaden horizons, and raise challenging questions. We look forward to your reactions!