Digital customer experience refers to the quality of the interactions between a customer and a company
through digital channels such as websites, mobile applications, social media, email, chat, and more. It
encompasses all the digital touchpoints a customer has with a company and how they combine to create a
cohesive experience. According to the State of the CIO 2022 survey, 57% of IT leaders who responded say
improving Customer Experience (CX) is a top goal, while 81% are implementing new technologies to support
The customer experience on digital platforms is constantly changing. What matters is developing a seamless,
enjoyable customer experience that focuses on the user's needs. Therefore, it is critical to be aware of the
emerging digital customer experience trends in 2023 to stay one step ahead of the competition and shape the
future of CX over the next five years and beyond.
Rise of Superapps - the future of digital customer experience
A superapp is an all-in-one application that combines multiple services and features in a single platform.
Superapps typically offer a wide range of services, such as messaging, e-commerce, food delivery,
ride-hailing, financial services, and more. According to Gartner, more than 50% of people worldwide will be
daily active users of multiple superapps by 2027.
With a user-friendly interface and seamless navigation, the superapp is designed to offer a hassle-free
experience. Users can explore and choose from a variety of options available on the app and make payments
through secure channels. It is a one-stop-shop that caters to all user needs, so you can sit back, relax,
and enjoy the convenience of the superapp.
Make personalization more personal - hyper-personalization
Hyper-personalization is a trend that is expected to gain momentum in 2023. It involves using advanced
technologies such as artificial intelligence, machine learning, and data analytics to create personalized
experiences for individual customers based on their unique preferences, behaviors, and needs.
Hyper-personalization goes beyond traditional personalization techniques, often involving segmenting
customers into groups and delivering targeted messages to each group. Instead, hyper-personalization seeks
to provide unique experiences to each individual customer based on their past interactions with a business,
their preferences, and their behavior.
Voice User Interface (VUI) – a game changer
The Voice User Interface trend is expected to continue to grow in 2023. A VUI allows users to interact with
technology using natural language voice commands rather than through a graphical user interface (GUI). This
technology is becoming increasingly popular due to the rise of smart speakers and virtual assistants such as
Amazon's Alexa and Google Assistant.
Overall, the VUI trend is expected to grow in 2023 as businesses seek to provide their customers with more
convenient and personalized experiences. Allied Market Research projected the VUI market to reach a CAGR of
21.5% from 2021 to 2030. By leveraging VUI technology, businesses can improve customer engagement and create
a competitive advantage in the marketplace.
Omnichannel customer experience is key to CX success
The omnichannel customer experience involves marketing, selling, and providing customer service across all
channels to create a seamless and integrated customer experience regardless of the method or location of a
An effective omnichannel CX strategy requires businesses to integrate data and processes across all channels
and touchpoints and ensure that customers receive consistent messaging and experiences at every step of the
journey. Customers expect an uninterrupted experience across all channels, including social media, chat,
email, and phone. In 2023, businesses must integrate customer service channels and provide consistent
experiences across all touchpoints. Ultimately, a successful omnichannel CX strategy can help businesses to
build stronger relationships with customers, increase engagement, and drive loyalty and repeat business.
Data security and privacy are critical for every business
Data security and privacy are essential for customers to feel secure and confident when interacting with
your business. Recognize that honesty is the best policy when it comes to data security. A single data
misuse or breach at your company can permanently alienate a client. This year, there has been a greater
emphasis on data security:
California voters agreed to Proposition 24, the California Privacy Rights Act (CPRA), in November 2020,
amending the California Consumer Privacy Act (CCPA) signed in 2018. The law provides new privacy rights for
California consumers – such as the right to know, delete, opt-out, correct inaccurate information,
use and disclosure of sensitive information, and protect against discrimination for exercising their rights.
These legal mandates will fully take effect in 2023, impacting how customer data is managed and used by
marketing teams. In 2023, businesses must prioritize data privacy and security to gain customers' trust and
avoid reputational damage, given the increasing data breaches and privacy concerns.
Revolutionizing CX with AI-powered chatbots
A chatbot is a computer program that mimics human conversation using artificial intelligence (AI) and
natural language processing (NLP). In 2023 and beyond, businesses of all sizes plan to use chatbots to
manage customer interactions at scale, which will only increase the adoption of chatbots. PWC and Allied
Market Research predict that the global chatbot market will reach $23B in 2027.
Human-centric digital experiences will be key
In 2023, the trend of human-centric digital experiences is expected to continue to grow and gain
Businesses will increasingly focus on designing digital experiences that prioritize the needs and
preferences of humans based on an understanding of user behavior and emotions. This includes leveraging
technologies such as artificial intelligence and machine learning to create personalized and relevant
experiences that meet the needs of individual customers.
Additionally, businesses must ensure that their digital experiences are inclusive and accessible to all,
regardless of their abilities or disabilities. By adopting a human-centric approach to digital experiences,
businesses can differentiate themselves in a crowded marketplace, build stronger customer relationships, and
drive growth and revenue.
Reinventing CX through self-service and automation
In recent years, self-service and automation in UI/UX customer experience have gained much attention.
Self-service CX provides customers with tools and resources to solve problems or complete tasks on their own
without the need for human intervention. This can help reduce wait times, improve satisfaction, and increase
loyalty. Automation involves using technology to streamline or automate certain aspects of the customer
experience, such as automated email responses, chatbots, and personalized recommendations. By leveraging
technology to anticipate and meet customer needs, automation can help improve efficiency, reduce costs, and
enhance the overall customer experience.
Customers prefer self-service options that allow them to solve their problems quickly and easily. In 2023,
businesses must invest in self-service and automation technologies to reduce response times and improve
The digital customer experience landscape is evolving rapidly, and businesses must adapt to stay
competitive. By leveraging the latest CX trends, businesses can create memorable experiences that delight
customers and build long-term loyalty. The future of CX is exciting, and businesses that embrace these
trends will be well-positioned to succeed in 2023 and beyond.
Nous Infosystems has extensive experience in digital experience design, user interface engineering and
development. Learn how our expert consultants can help you stay ahead of these trends to meet users' needs
and expectations and deliver exceptional user experiences through UI/UX consulting