10 Trends in Customer Experience: Expanding Scope and Managing Expectations

Given consumer expectations today, establishing a CX strategy requires multiple capabilities, coordination with diverse stakeholders, and a proliferation of talent and tools.  

July 28, 2022 – As data privacy and security evolve, customers’ needs become broader and include family and loved ones. Similarly, experiences are extending to all parties involved—including intermediaries and employees. CX must transform to accommodate these personas. In this dynamic CX environment, the vendor landscape is diversifying and consolidating, and horizontal, cross-industry solutions are bumping heads against vertical, core platforms.

This report lists 10 current trends in the strategies, approaches, executions, and toolsets that financial institutions and insurance carriers are adopting to measure and improve CX. It is based on primary research, Aite-Novarica Group conversations with industry executives, and a survey of 210 insurance and financial services executives.

This 34-page Impact Report contains six figures and one table. Clients of Aite-Novarica Group’s Customer Experience or Retail Banking & Payments service can download this report and the corresponding charts.

This report mentions Adobe, Alida, Altocloud, Appian, Aspire, Avaya,, Captiv8, Cisco, Clarabridge, CloudCherry, Confirmit, Conversocial, Cooladata, Crimson Hexagon, Dapresy, Delighted, Digimind, Dynamic Yield,, Facebook, FocusVision, ForeSee, Genesys, Google, Hootsuite, LinkedIn, McDonald’s, Medallia, mePrism, Microsoft, Mindful, Momentive, Oracle, Pointillist, Qonsent, Qualtrics, Salesforce, Snapchat, SurveyMonkey, ThousandEyes, Thunderhead, TikTok, Total Expert, Twitter, Usermind, ValueMomentum, Verint, and Zendesk.

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