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2020 will be the year of the customer. We’re seeing a massive shift in beliefs about what marketing actually is. It’s no longer about trying to convince people to buy from or work with your company. Instead, the priority has moved towards providing fantastic customer experiences that will keep people coming back for more. In a sense, when you focus on building a positive business culture and providing great service, the marketing almost takes care of itself.

The growth of online content has given consumers more power. They are no longer a passive party when it comes to learning about products. They’re not waiting for you to tell you how great your products are. Instead, they’re going out and doing their own research.

So you have to offer them something more than information.

Customer experience or CX is already the hottest buzzword in marketing circles, but it’s more than just a passing trend. 73% of people say that customer experience is an important factor in their buying decisions, but currently only 49% of US consumers say that today’s companies provide a good experience.

What exactly makes a great CX? Efficiency, convenience, knowledgeable and friendly service, and easy payment options are what people value most in their customer experience. But aspects more traditionally considered as marketing’s domain are cited too: up-to-date technology, personalization, an easy mobile experience, brand image, and design all add up to the overall customer experience.

In other words, you need to consider CX in every aspect of your marketing strategy. This is how you can provide a great experience in order to keep your customers and attract new ones.

In fact, as you go through this list, you’ll see that every trend is really just one factor of the overall customer experience.